SOUTHERN CHARM MEETS IRON & EMBERS

THE BRIEF

Inspired by local history, our brand story begins in the plucky town of Homewood, Alabama - a city juxtaposed squarely between a stoic heritage and a spirit of independence. For decades, crafts people from around the world were drawn here by a common theme - the lure of the fire and iron. The ability to wield a spark with precision and artistry became their calling card and for these hard-working artisans, food played a key role in their legendary story…

In the foundries, craftsmen from wild and rugged lands came together to design Alabama treasures over the warmth of open fire. In this primal yet somehow sophisticated place of craft, a new school batch of chefs was born and a legacy of Ore and Ash was born. Glowing embers provided a place to gather and render juicy slabs of meat over the flame and celebrate tradition. This spellbinding form of cooking is completely unique, beautifully complex and yet somehow simple. It highlights the qualities of ingredients in a natural state – unmasked and unhindered.

Working with the Homewood team, LAB concepted this Culinary Foundry where Birmingham’s legacy of Iron, fire and rich food history come together to create elevated comfort food for a new generation in Birmingham.  This is not your typical southern BBQ, instead a moving tribute to the craftsmanship of the flame.