Taste the smoke

Our friends at Oklahoma Joe’s wanted a reimagined website that would increase brand awareness, drive sales and give customers the power to buy online or in a retail store. Together with their teams, we turned the purchase of a smoker into a lifestyle buying experience, focused less on specs and more on how their products fit into their customer's lives.

Given the company’s niche audience, we knew we had to immerse ourselves in the meat smoking community to fully understand the buyer’s persona.

Through extensive interviews with current and prospective customers, we came to understand and appreciate the passion and art that goes into the craft of smoking. We wanted to capture both the lifestyle of the brand and illustrate the utility of each product. 

Along with the features and functionality, our design spotlights the craft and community of smoking with recipes and how-tos that educate users on how to make the most of their purchase.