Alexa Kuettel
Table of Contents
1 Plan
2 Big Idea
4 Fonts
5 Color Scheme
6 Logo Design
8 Package Design
10 Photography
12 Advertisement
Redesign Plan
Product: Sweet Baby Rays Honey BBQ Sauce
Target Audience: Adults (mainly women) ages 20-50
with children. Adults will be buying this product to feed
their family and use while entertaining. This sauce costs
$1.89 and is one of the most inexpensive and delicious
BBQ sauces on the market.
History: Sweet Baby Rays began in 1985 when a kid
from Chicago named Larry perfected his familys BBQ
sauce recipe. He liked it so much he named it after his
little brothers basketball nickname, Sweet Baby Ray.
Larry decided to enter it in the largest rib cook off in the
country. To everyones surprise his sauce beat out over
700 entries and won. Larry decided to sell his sauce.The
rest is history.
Fonts
Optimus Princeps This font is used for the logo
Helvetica Thin
Helvetica Bold
Color Scheme
The color scheme portrays classy America. BBQ is a
very American activity and the colors help reflect that in
the label. Vintage Red, True Blue, and Crisp White are
used to create the design. Very Black is used to make it
easy to read the body copy.
Vintage Red
Crisp White
CMYK: 23, 99, 86, 16
RGB: 168, 32, 46
PANTONE: 663 C
HEX# A8202E
True Blue
Very Black
CMYK: 100, 78, 16, 3
RGB: 10, 77, 141
PANTONE: 641 C
HEX# 0A4D8D
CMYK: 0, 0, 0, 100
RGB: 35, 31, 32
PANTONE:Black 6 C
HEX# 231F20
Logo Design
The logo is simple and classy. Because Sweet Baby
Rays is already a well established brand the logo was
only slightly altered to make it more modern.
The logo should always be placed at the top of the
lid label to ensure consistancy in design. The logo
should be placed 1 inch down from the top of the lid.
The logo should never be larger then 1 3/4 inches
long and 1 inch wide when placed on the lid label.
Old Logo
New Logo
Package Design
Top Label
TWIST TO OPEN
REFERIGERATE
AFTER
OPENING
BEST WHEN
PURCHASED BY
DATE ON LABEL
Gourmet Sauces
uce
The Sa ss!
Bo
is the
Squeezable
INSTRUCTIONS:
Brush on
meat during
last 15 minutes
of barbecuing
or broiling.
Find us on
In 1985, my brother, Chef Larry Raymond perfected the familys recipe and entered
our sweet and tangy barbecue sauce into the countrys largest rib cookoff. He named
it after the nickname I got while playing basketball on Chicagos West Side-Sweet
Baby Ray. The sauce is so fine, the taste beat out nearly 700 entries in the riboff.
Within a year, Larry and I, along with our high school friend Mike OBrien, formed a
company around our award-winning sauce and our simple philosophy about
barbecue. The Sauce Is The Boss.
Nutrition Facts Serving Size 2 Tbsp (37g), Servings approximately 14, Amount Per
Serving: Calories 70, Fat Cal 0, Total Fat 0g (0% DV), Sodium 300mg (12% DV),
Total Carbohydrate 17g (6% DV), Sugars 15g, Protein 0g, Vitamin C (6% DV), Iron
(2% DV). Not a significant source of saturated fat, trans fat, cholesterol, dietary fiber,
vitamin A, and calcium. Percent Daily Values (DV) are based on a 2,0000 calorie diet.
INGREDIENTS: HIGH FRUCTOSE CORN SYRUP, DISTILLED VINEGAR, TOMATO
PASTE, HONEY MODIFIED FOOD STARCH, CONTAINS LESS THAN 2% OF SALT,
NATURAL FLAVOR, CARAMEL COLOR, PINEAPPLE JUICE CONCENTRATE,
SPICES, SODIUM BENZOATE AS A PRESERVATIVE, NATURAL SMOKE FLAVOR,
GARLIC*, MOLASSES, CORN SYRUP, SUGAR, TAMARIND. *DRIED
TWIST TO OPEN
REFERIGERATE
AFTER
OPENING
BEST WHEN
PURCHASED BY
DATE ON LABEL
Gourmet Sauces
uce
The Sa ss!
Bo
is the
Front Label
Squeezable
INSTRUCTIONS:
Brush on
meat during
last 15 minutes
of barbecuing
or broiling.
Find us on
Back Label
In 1985, my brother, Chef Larry Raymond perfected the familys recipe and entered
our sweet and tangy barbecue sauce into the countrys largest rib cookoff. He named
it after the nickname I got while playing basketball on Chicagos West Side-Sweet
Baby Ray. The sauce is so fine, the taste beat out nearly 700 entries in the riboff.
Within a year, Larry and I, along with our high school friend Mike OBrien, formed a
company around our award-winning sauce and our simple philosophy about
barbecue. The Sauce Is The Boss.
Nutrition Facts Serving Size 2 Tbsp (37g), Servings approximately 14, Amount Per
Serving: Calories 70, Fat Cal 0, Total Fat 0g (0% DV), Sodium 300mg (12% DV),
Total Carbohydrate 17g (6% DV), Sugars 15g, Protein 0g, Vitamin C (6% DV), Iron
(2% DV). Not a significant source of saturated fat, trans fat, cholesterol, dietary fiber,
vitamin A, and calcium. Percent Daily Values (DV) are based on a 2,0000 calorie diet.
INGREDIENTS: HIGH FRUCTOSE CORN SYRUP, DISTILLED VINEGAR, TOMATO
PASTE, HONEY MODIFIED FOOD STARCH, CONTAINS LESS THAN 2% OF SALT,
NATURAL FLAVOR, CARAMEL COLOR, PINEAPPLE JUICE CONCENTRATE,
SPICES, SODIUM BENZOATE AS A PRESERVATIVE, NATURAL SMOKE FLAVOR,
GARLIC*, MOLASSES, CORN SYRUP, SUGAR, TAMARIND. *DRIED
Photography
Here is a comparison of the original label and the new
label. They are side by side to show the changes that
were made.
10
11
Taking barbecuing
to the next level
since 1985.
12
Magazine Advertisment
13
Designed By