Southern Craft
- architecture
- brand integration
Southern Craft is a well-established BBQ brand with multiple locations in Tennessee and Virginia. At its latest location in Greeneville, Tennessee, an existing restaurant was majorly renovated to integrate into the Southern Craft brand.
The style is described as modern rustic, with an emphasis on using natural materials that resonate with the Southern vibe while also meeting the specific needs of each location.
project info
A key focus during the Greeneville renovation was to utilize as much of the existing restaurant while implementing with the new design elements that represent the Southern Craft brand. The design also seeks to maximize the functional use of the existing space in order to meet the demands of a popular restaurant. The design of the second floor was carefully planned to offer a more intimate dining experience while keeping the area open and inviting to everyone. This change strengthens Southern Craft’s commitment to fostering a sense of community among its patrons.
The renovation at the Greeneville location project aimed to create a welcoming and vibrant two-story restaurant that still captures the warmth and character that Southern Craft BBQ is known for. The second-story dining area and bar is accessible via an open stairway, increases the restaurant’s seating capacity, and offers a unique atmosphere for the diners.
The brand has carefully selected a color palette that includes warm browns and rich reds. These colors are not only visually appealing but also evoke a sense of comfort and coziness. The use of natural wood and metal finishes enhances the overall aesthetic. The natural wood elements bring a rustic charm, connecting the space to the outdoors and creating an atmosphere that feels authentic and homey. The metal finishes add a sleek contrast, providing a modern touch that balances the warm tones. Together, these finishes work harmoniously to create an inviting and friendly environment.
The architectural services provided are tailored to maintain the essence of the brand while the design reflects the unique characteristics of each building and its community. This thoughtful design approach helps ensure that visitors feel relaxed, making their Southern Craft BBQ experience more enjoyable. This upgrade is part of Southern Craft’s larger plan for expansion, which requires each location to reflect the brand’s aesthetic.
Locations: Greeneville (2023) and Johnson City (2017)
Photography by Alyssa Nealon at nvelop AP.
