TASK

Explore an updated look and feel for K.C. Masterpiece. It was the “original” American B.B.Q. Sauce but was struggling on the shelf due to changes in the market. 

 

Our team presented several design themes. I worked on a direction that featured the American heritage of the brand. 

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SOLUTION

Americana-inspired concepts. I envisioned the sauce in use at a rock’n’roll cookout. I wanted to appeal to grill enthusiasts. This bottle would fit right in with their lifestyle.

 

I looked at different ways to differentiate between the original flavor and the new flavors with color. The design features distressed type and graphic elements. The neck label featured the brand equity of an American map highlighting K.C.M.’s roots in Kansas City’s long barbecue tradition. The illustrations show open landscapes that harken to the American experience.