behind the brand

How This came into shape

Shapeshifter’s brand started as a collab between all sorts of creatives: culinary, visual, writing, digital, and more. This passion project meatballed into a product that’s now hitting shelves near you.

We are thankful for the helpful resources and passionate creatives that touched and influenced Shapeshifter. Please give our collaborators some love below:

DESIGN & MARKETING

Brand Creative Direction & Strategy: Archetypal
Visual Identity: Eunice Hong + Archetypal
Packaging & Character Design: Archetypal
Logo Animations: Vedika Savalani
Verbal Identity & Copywriting: Suki Lanh
WebX Design & Development:Mariah Gardziola + Archetypal
Shoot Production & Direction: Archetypal
Brand & Product Photograhy: Dave Crawford
Sage Master: Mark Estrada

PRODUCT & DEVELOPMENT

GA Food Entrepreneurship Resources: GaMEP
First Collaboration Partner: La Bodega!
Smoker Loan: Gene’s
Product Testing & Feedback: Staff at Kinship & Lazy Betty

We wouldn’t be here with our kickstarter supporters: The Critz Family, The Butlers, The Farabaughs, The Swirskys, The Johnsons, The Cheesemans, The Bartletts, The Harpes, The Edelmans, Kaylin Young, Gage, Susan Yu, Aimee Moyer, Hammi, Courtney and Patrick Deveau, Davis Hester, Zac Mendelson, Melanie & Mehdi, Greg Christman, Schmausy, Lorah O'Donnell, Chia Yu Hsu, Austin Luke, D Virden, Dom, Tim & Alice, Lindsey "DeRo" DeRosa, Doug Gatlin, Dev & Stephanie Helms, Eunice Hong, Bret Senette, COUSIN GABRIEL, Pizza Lover 2, BBQ Lovin, Yeelicious!, Rhett LeBlanc, Chase Businelle, Trace Herbert, Blake Johnson II

our special sauce(s)

Headbanging sauces, rubs, and merch made by a motley crew.

Made by a Pitmaster

Shapeshifter is the food baby of pitmaster Michael Fuchs, who has worked in BBQ establishments, fine dining, and butcheries around Atlanta. He knows his meat(s).

Local, small-batch production

All of our products have been developed and designed locally in Atlanta, GA. Our production occurs in the Southeast – serving the community we’re a part of.

Influenced by flavors, cuisines, and visuals from across the globe

Our team has a deep passion for global flavors, cultures, and ingredients. That's why we're shaking up the traditional BBQ process by including - and learning from - other amazing things found around the world.

Meet the Pitmaster (he is not a baby)

This is Michael, Mike, Mikey. A skinny white boy from New Jersey. Look at him, he doesn’t know sh*t about food.

Always up to no good

Early 1990s

Even as a tiny tot, Mike found himself in the kitchen often.

Dawn of a new era for Mike

Early 2010s

It wasn't until his college days in New Orleans that he fell in love with the Deep South and its vibrant culinary history. Who wouldn't?

They said he was playing with fire. He took it literally.

Late 2010s

Mike's time in NOLA & NYC further fanned the flames to learn all things food and cuisine.

Mike being fancy at Lazy Betty

Early 2020s

In time, our Pitmaster faced a crossroads: should he continue with fine dining or return to his community-focused BBQ roots?

There are a lot of pics of his back.

2023

A friend said his sauces were fire and said he should make more of them.. So, this Jersey kid set off on a culinary adventure.

Finally a proper headshot!

2024+

In 2024, Shapeshifter was born - a new take on BBQ focusing on bringing unique flavors to your table.

fun facts about our firestarter

Started his own backyard BBQ pop-up, a ticketed event that sold out each time. Legend has it he still does them!

hire shapeshifter for events

Walked into the line at one of Atlanta’s most beloved BBQ spots, Fox Bros BBQ
Former Pitmaster at DAS BBQ, working with smokers of all shapes and sizes
Slung sammies at Kinship, where he led their “Smokin’ Sundries” summer BBQ pop-up
Worked part-time at Lazy Betty, a fine dining spot that earned their first Michelin star in 2023
Helped open Gene’s, an East Atlanta BBQ staple in mid-2024