Oklahoma Joe's

While other smoker brands were pushing pellets grills, shortcuts, or convenience, The Variable helped Oklahoma Joe's embrace the slow nature of their craft while rejecting the idea that smoking needed to follow any crowds. We started with a brand identity refresh that led to a new logo, visual identity, color palette, packaging design and a whole lot more.

From there, we developed delicious monthly content across YouTube, social, and traditional channels while partnering with some of the most talented personalities in the smoking category could serve up. With a renewed style and strategy, OKJ's rose from the ashes and never looked back.