Introducing Our New Look: Same Tender Taste, Sharper Style

At Tender Smokehouse, everything we do starts with one word: quality. From our perfectly smoked brisket to our friendly customer service, we’ve always believed that excellence isn’t a one-time thing—it’s a way of life.

That belief is what led us to take a fresh look at how we present ourselves to the world.

Why a Brand Refresh?

As we’ve continued to grow—adding new locations, new fans, and new stories—we realized it was time to make sure the way we look matches the way we taste. Our food has always spoken for itself. But we wanted our logo, colors, tagline, website, social media, and in-store experience to speak just as clearly.

So, we got to work.

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"Where Smoke Runs Deep"—Now More Than Ever

Our updated branding leans heavily into what’s always made Tender special. Our new tagline, “Where Smoke Runs Deep,” is more than a slogan—it’s a reflection of our identity. It speaks to our roots in traditional, wood-smoked barbecue. It nods to the deep flavors we craft every day. And it points to something even deeper: our values of faith, service, and unwavering quality.

A More Consistent, High-Quality Experience

Here’s what you’ll notice with the refresh:

• Updated Logo & Colors – We’ve modernized our look while honoring the rustic, grounded feel that defines Texas BBQ.
• Streamlined Website & Social Media – Cleaner design, easier navigation, and more ways to connect with the Tender community.
• In-Store Enhancements – From signage to packaging, your in-store experience is more aligned with the heart and soul of our brand.
• Design Systems & Communication – We’ve established clearer systems, so our message is consistent—no matter where or how you interact with us.

Just like our BBQ, it’s all about balance: staying true to what works while constantly striving to improve.

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Growth with Integrity

As Tender continues to grow, one thing will never change: our commitment to quality. This brand refresh is a promise to our customers that we’re just as intentional with how we show up visually as we are with what we put on your plate. You deserve the best—from the first impression to the final bite.

We’re proud of where we’ve been. We’re even more excited about where we’re going. And we’re honored to have you with us for the ride.

Thanks for believing in us. Thanks for loving the food. And thanks for being part of the family.

Tender Smokehouse
Where Smoke Runs Deep

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