London Smoke and Cure is an award winning smokehouse based in Crystal Palace (South London). It produces contemporary deli and street food. LSC creates quality handcrafted smoked and cured foods, using smokehouse traditions and artisan heritage. We designed the identity and the packaging system, exploring the handcrafted feeling but retaining a modern and elegant style. The logo comprises of three symbols, two come from alchemy iconography. The triangle is the symbol of fire and the circle of salt, and they are connected by a hook in the middle. They refer to the basic and authentic elements of smoking and curing techniques. A recurrent element in the identity and packaging is a part of an old etching, sourced from the online archive of Rijksmuseum. The illustration represents a rudimentary smokery and the portion we used as a texture is a detail of smoke.