Jerry “The King” Lawler’s Memphis BBQ Company

Restaurant Branding, Packaging, Experiential & Environmental Design

 

​Getting the opportunity to build out a professional wrestling–themed fast-casual restaurant was a dream come true for

13-year-old Mike. Growing up watching Saturday morning wrestling and Jerry “The King” Lawler in all his glory prepared me with priceless knowledge for such a project over 20 years later. This brand needed to merge Memphis BBQ culture with the energy, personality, and spectacle of classic wrestling—and deliver it in a way that felt fun, authentic, and operationally functional.

 

 

 

The Challenge

The concept required a visual world big enough to match Lawler’s persona while staying practical for fast-casual dining.

The system had to balance entertainment with clarity, ensuring everything—from menus to wall graphics to signage—was bold, readable, and easy to execute across multiple locations and formats.

 

My Role & Approach

I developed the core brand identity and environmental graphic system, pulling inspiration from vintage wrestling posters, Memphis iconography, and the King’s legacy. My approach focused on expressive typography, punchy color palettes, and oversized graphic moments designed to create immersive, photo-worthy spaces. Every piece was built to be durable, operationally friendly, and production-ready.

 

Execution

• Full brand identity system

• Logo and supporting marks

• Interior + exterior signage

• Environmental graphics and wall treatments

• Menu boards + packaging

• Production files and installation coordination

 

Impact

The completed brand brought together wrestling nostalgia, Memphis flavor, and fast-casual functionality into one cohesive experience. The visual system gave the restaurant a distinct personality that resonated with fans and first-time visitors alike, creating a memorable space rooted in both local culture and wrestling history.