Weber BBQ Sauce
When the Weber brand first entered the CPG market with a line of seasonings, they chose to follow category norms and consequently failed to differentiate themselves from the category leader, McCormick. Both brands used black as a brand block.
To both enhance differentiation from McCormick, and better connect with their target consumer 'the Grilling Enthusiast', I took inspiration from the stainless steel finish of Weber's iconic grills, creating an ownable brand block and helping reinforce their grilling expertise.
- Project Roles
- Creative Director, Designer
- Adobe Illustrator, Adobe Photoshop, Conceptual, Type Design
- Packaging, Branding
- Project Industries
- Packaged Goods