Smokey Joe's Illustrated mascot logo

This was a mascot logo that I illustrated for Smokey Joes* food truck in the UK.

The initial brief was a burger smoking a cigar with a hat, but the client wasn't sure what style they wanted, so I provided some rough concepts. The client chose the first concept but requested a mustache and eyes, as well as a few tweaks along the way. They also wanted the text straight and separate from the mascot, so they could have it printed along the top of the food truck.