This is my Sweet Baby Ray's rebrand. They are a gourmet sauce brand that's well known for their barbecue sauces. I wanted their logo and packaging design to give off a complete different vibe than their traditional; a modern bbq vibe. I chose a different style barbecue sauce bottle to portray that as well; this bottle is tall and narrow, and it's made of glass instead of plastic.

I wanted a consistent design throughout, despite the flavor.

Established in 1985, this brand began from a Chicago family's 'sweet & tangy barbecue sauce' that became the best selling barbecue sauce in retail history. From sauces, to glazes, to marinades, I decided to give this brand a modern look that consumers can trust, forever. Since they have a lot of products, I didn't want to overwhelm the consumer's eye.

Moodboard

Logo variations from the process.