Southern Charm meetS Iron & fire

THE BRIEF

For decades, craftsmen from around the globe were drawn to Homewood by a common theme - the lure of fire and iron. It was in their ability to wield a spark with precision that a food story was born. In foundries, craftsmen from wild and rugged lands came together to create ornate treasures over the warmth of open flame. The glowing embers provided a place to gather and for those needing a warm meal, the fuel to sustain them. It’s in these Homewood foundries, comfort food was crafted by these unlikely chefs. For the Ironwood team, the branding pays tribute to this legacy of iron, fire and craft.

The Approach

Together with the strategy department, the team worked towards a visual brand that evoked the legend of iron and ore found in the overarching brand story. Elements have a feeling of handcrafted refinement yet somehow at the same time rugged and wild. The Environmental Brand Strategy team collaborated with the Interior Designers to find moments to pull-through the brand including rich leathers, warm textures and of course Iron. Working with the culinary team, The menu at Ironwood showcases dishes highlighting signature Alabama food and drinks including: Clyde Mays smoked short ribs with Yukon gold potato puree and crispy onion rings, grouper and grits with white cheddar grit cakes, Conecuh sausage, classic tartare and a soft poached egg, and smoked chocolate toffee cake.