Asen Marketing logo, representing our branding and website design services focused on enhancing online presence and effective web strategies.
Pulled pork sandwich with barbecue sauce and coleslaw, served with French fries, highlighting Calhoun's BBQ offerings in a vibrant, inviting setting.
Fried chicken tenders being dipped into cheese sauce, served with seasoned French fries, highlighting Calhoun's BBQ menu offerings.
Calhoun's BBQ logo featuring the text "The Taste of Tennessee" with three stars and striped elements, representing the restaurant's regional identity and visual branding refresh by Asen Marketing.

Services

  • Billboards

  • Digital Marketing

  • Email Marketing

  • Logo Update

  • Menu Design

  • Merch

  • Packaging

  • Photo

  • Print Ads

  • Print Collateral

  • Signage

  • Social Media

  • Video

  • Website

Calhoun’s BBQ Fresh Identity, Local Favorite

Known for its award-winning barbecue and comfort food served with southern hospitality, Calhoun’s is an iconic East Tennessee restaurant brand with 9 locations across Knoxville, Gatlinburg, Maryville, and surrounding areas. After working with multiple vendors over the years, Calhoun’s needed one comprehensive partner who could provide updated visual branding with full-service marketing and sales guidance.

The Brief

As a result of working with multiple vendors, the Calhoun’s team didn’t fully own all of their outsourced assets. When they came to us, they needed a fresh visual identity with cohesive collateral. What’s more, they wanted a partner to grow with and challenge them, holding them accountable and regularly bringing new ideas to the table.

After working with other brands under The Copper Cellar Family of Restaurants on numerous projects, Asen’s partnership with Calhoun’s was a natural fit. Our team developed and implemented a comprehensive marketing strategy and a mini brand "refresh" to modernize key elements while retaining high awareness and equity in Calhoun’s key markets.

Calhoun's logo designed by Asen Marketing featuring the text "BEST RIBS IN AMERICA" with a patriotic design, reflecting the brand's identity and commitment to quality in the food and beverage industry.
Before
Calhoun's BBQ logo designed by Asen Marketing featuring bold red text and patriotic colors, emphasizing "The Taste of Tennessee" with stars and stripes design elements.
After
Burgers stacked with fresh toppings including lettuce, tomatoes, onions, pickles, and sauces, with the phrase "Meat YOUR HEART OUT" prominently displayed, showcasing Calhoun's BBQ offerings and emphasizing their refreshed visual identity.

The Solution

Initially, our new strategy focused on developing visual and media assets to refresh the Calhoun’s brand. In addition to custom food and drink photography, Asen provided lifestyle photos showcasing guests, the team, and the restaurant atmosphere. The goal was to define the Calhoun’s brand story, while also promoting the wider Copper Cellar Family of Restaurants.

Our strategy has since extended into projects like website design, video production, TV and radio marketing, print ads, billboards, signage, and email marketing, which sees a higher than average open rate. We’ve also implemented a variety of digital marketing campaigns with highly-targeted goals based on the brand’s needs at the time, with results including more online orders, increased gift card sales, and higher awareness.

Over the years, Asen has continued to deliver for this brand and its parent company as a full-service, creative agency partner focused on strategy. Working with us means Calhoun’s doesn’t have to juggle as many vendors, which helps to save their team time, promote brand consistency, and make their marketing budget even more cost-effective.

Moving forward, we’re honored to continue partnering with Calhoun’s on their ongoing marketing plan, so they can maintain high awareness in their key markets and reach new (hungry) customers every day.

Premium drink menu featuring cocktails like Winter Sea Breeze, Herbal Remedy, and Peanut Butter Conspiracy, highlighting ingredients and prices, designed for Calhoun's BBQ marketing.
Menu featuring a variety of cocktails and zero-proof drinks from Calhoun's BBQ, highlighting options like the Juniper Drop Martini, Espresso Martini, and Snow Covered Mule, alongside non-alcoholic choices such as Harvest Punch and Apple Ginger Fizz.
Calhoun's Biscuit Mix box with freshly baked biscuits in a white basket, surrounded by festive decorations, highlighting Calhoun's branding and food offerings.
Calhoun's BBQ sauce and seasonings including original BBQ sauce, charcoal flavor grill seasoning, and barbecue rub seasoning on a marble surface with decorative ribbon, showcasing Calhoun's brand identity in food marketing.
Cocktail with ice in a curved glass, garnished with a cinnamon stick, on a napkin with cinnamon sticks nearby, representing Calhoun's BBQ beverage offerings.

“Asen is always so easy to work with. They always come through with what we need.”

— Kelsey Headrick, Copper Cellar Family of Restaurants

Woman smiling and holding a platter of BBQ ribs in front of a car trunk filled with Calhoun's BBQ branding, surrounded by food items and drinks, showcasing a tailgate setting.
Smoky Mountain Brewery 20th Anniversary t-shirt designed and produced by Asen Marketing featuring a bear logo and text, displayed on a wooden hanger against a rustic backdrop.
Beer glass with foam and a coaster featuring "The Family" branding, listing menu items from Calhoun's and other Copper Cellar Family restaurants, emphasizing the brand's offerings and dining experience. Photo by Asen Marketing.
Calhoun's BBQ promotional mobile graphics featuring Tennessee BBQ ribs, chicken fingers, and a summer hot dog, showcasing marketing messages to enhance brand awareness. Designed and executed by Asen Marketing.
  • Fried chicken sandwich with pickles and coleslaw, served with sweet potato fries and dipping sauce, highlighting Calhoun's BBQ menu offerings.
  • Plate of Calhoun's BBQ featuring pulled pork, fried chicken tenders, barbecue ribs with sauce, coleslaw, and baked beans, served in a rustic tray, highlighting the restaurant's Southern cuisine. Captured by Asen Marketing.
  • Glass of iced lemonade with lemon slice, American Honey whiskey bottle, and fresh lemons on wooden table, representing Calhoun's BBQ beverage offerings. Concept by Asen Marketing.
  • Slice of lemon cake with powdered sugar, fork poised to cut, garnished with lemon wedge and sauce, showcasing dessert appeal for Calhoun's BBQ marketing strategy.
  • Fresh salad topped with grilled chicken, vibrant greens, and colorful vegetables, drizzled with dressing, representing Calhoun's BBQ menu offerings.
Cherokee Red Ale cans from Smoky Mountain Brewery, showcasing branding and design elements, positioned on a wooden surface with brewery packaging in the background, reflecting Calhoun's BBQ partnership in enhancing food and beverage marketing.
Custom branded stickers featuring a cartoon pig wearing sunglasses, promoting Calhoun's BBQ, showcasing vibrant colors and playful design elements.
Custom Branded Stickers
Billboard advertising designed by Asen Marketing. Calhoun's Tiki Hut season featuring a hot dog, vibrant blue background, and promotional details about weekend hours and location at Fort Loudon Marina.