Building a Brand

12 Bones Smokehouse began as an unassuming cinder block shack in Asheville, North Carolina. But with savory, mouth-watering barbeque and witty signage reading ‘Tender Butts and Sweet Racks,’ it quickly evolved into a national treasure that attracted the likes of the Obamas as well as hundreds of customers a day.
Following the success of their Smokehouse, 12 Bones decided to expand into beer using the same recipe for success: good offerings and creative signage. At their new brewery positioned next to a railroad, they wanted to incorporate dynamic signage that connects customers to both their brand and the area– as they had done in their smokehouse years before.

Custom-built in Oat Foundry’s Philadelphia-based shop, the Split Flap features flaps that showcase 12 Bones’ signature hearts, logo, and ‘flaming hop’ images. Situated above the bar, the display rotates with custom messages and news of drafts on tap.

In addition to engaging visitors, the display frequently appears on 12 Bones’ social media pages as an advertising device. Since the company relies heavily on Instagram, the split flap perfectly complements their marketing strategy, providing a fun way to update followers on developments. They have filled their social feeds with videos of the flaps clacking and changing.