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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
Skills
Adobe Illustrator, Adobe Photoshop, Conceptual, Type Design
Media
Packaging, Branding
Project Industries
Packaged Goods
Weber BBQ Sauce
Weber BBQ Sauce
Weber BBQ Sauce
Weber BBQ Sauce