Challenge: To brand a new entrant into the highly competitive barbecue sauce market and create a brand identity and packaging system that leverages their family heritage recipes to strengthen their authority and expertise.

Solution: We helped develop a name and brand identity mark that draws reference from their Cleveland roots growing up on East 142nd Street. We emphasized the handmade quality with letterpress-style font compositions on the labels, consisting of different assembled fonts and graphic blocks designed to vary with each name and give each a slightly gritty handmade look. The color selection was kept earthy and minimal to establish a core brand offering and evoke the colors of barbecue.