Hammersmith's first authentic smoke-house has a predominantly carnivorous focus - inspired by cooking methods and flavours of the Deep South. Here, aromas from the wood-stoked smoker blend with vapours from a respectably sized collection of American bourbons. This all lends itself to fostering an atmosphere suggestive of balmy nights in New Orleans. Which is of course a stark contrast to the West London setting - and the restaurant's own unapologetically stark industrial interior.
In shaping the typographic image that identifies Meat Yard, Plantbased drew on aesthetic overlaps between the Industrial Revolution of Britain and American lettering of the same era. The end result - a Victorian, industrial Americana - neatly harmonises all aspects of the intended experience of the eatery.