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COMM347 Advanced Visual Media
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created by: kaylissa spurlock
the sauce is the boss
table of contents
case overviewtarget audience
historyredesign ideas
advertising
style guidecolors
fontslogo design
logo placement
packaginglabels
product photography
advertisingfacebook banner
web banner
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2
34
prOductSweet Baby Ray’s Barbecue Sauce
historyOn the back of the bottle, Sweet Baby Ray, himself, tells the story of the beginning of the Chicago based company. It illustrates the
importance of family and friends. The note also has a personal touch because it is written in a conversational manner and signed by ‘Sweet Baby Ray.’ “In 1985, my brother, Chef Larry Raymond perfected the family ’s recipe and entered our sweet and tangy
barbecue sauce into the country ’s largest rib cook off. He named it after the nickname I got while playing basketball on Chicago’s West Side- ‘Sweet Baby Ray.’ The sauce is so fine, the taste beat out nearly 700 entries in the rib off. Within a year, Larry and I, along with our high school friend Mike O’Brien, formed a company around our award-winning sauce and our simple philosophy about barbecue. “The Sauce is Boss.” Sweet Baby Ray’s has become the fastest growing BBQ sauce in America and the #1
premium BBQ sauce in grocery. Tomorrow, maybe the universe.”
target audienceAmerican College Students 18-26
redesign ideasThe main goal for Sweet Baby Ray’s Barbecue sauce is to have a more rugged, recognizable look. In addition, the product should
be geared towards collage students living in the United States.. Some color changes need to be made. While the navy color works with the product the yellow and red looks harsh. Yellow will not be used and the red will be darker. This harshness is made even
more dramatic when paired with the triangle border. In addition to changing some of the colors, a few formatting changes need to be made. The slogan, “The Sauce is Boss” should be straight instead of diagonal. The words sauce and boss do not need to be
underlined. A couple of things need to be removed completely from the bottle. For example, the word “squeezable” is unnecessary and distracting and the decorative gold detailing looks out of place and tacky. Third, the bottle does not need to contain the logo three times. A larger logo should be on the front of the bottle and a smaller logo should be on the back. The logo on the
cap is unnecessary. The logo should not be changed drastically to ensure that the brand will still be recognizable; however, some small font changes will make the logo look more fresh.
The product will be advertised in a web banner depicting a spring barbecue. It will feature the slogan “The Sauce is Boss.” A web banner advertisement will be effective because the majority of college students spend a great deal of time on a computer.
advertising
case overview
original packaging
fonts
Dirt 2 Deathfor slogan, headlines, and other important information. Larger heading should 60 pt.;
sub-headings should be 25pt. Should convey a rough western feeling.
No capitol letters will be used.
Minon Profor all other text Keep body copy small (between 9-11 pt.) Bold and Italic variations can be used.
colors
rodeo red
C= 26M= 100Y= 100
K= 28
R= 145G= 0
B= 25
Pantone=1805C
Hex= 910015
stars blue
C= 100M= 100
Y= 26K= 29
R= 39G= 35B= 94
Pantone=8223C
Hex= 1b105f
boots black
C= 100M= 100Y= 100K= 100
R= 69G= 76B= 78
Pantone=426C
Hex= 00000
honey orange
C= 17M= 52Y= 94
K= 2
R= 206G= 144
B=51
Pantone=7412C
Hex= CE8533
chipotle green
C= 77M= 0
Y= 100K= 0
R= 45G= 179
B= 74
Pantone=361C
Hex= 2DB34A
hickory brown
C= 54M= 66Y= 72K= 62
R= 66G= 47B= 38
Pantone=black4c
Hex= 422F26
styl
e gu
ide
original logo
redesigned logoThe logo will be primarily used in BBQ Red and Stars Blue.
When color printing is unavailable, logo should be printed in gray scale.
The logo should always be large enough to read “gourmet sauces.”
The logo should not be placed more than twice on the packaging. In addition, it should not appear more than once in any advisement.
placementThere should be at least a “T” length of white space surrounding the logo
at all times. Except for on the product packaging, in which case, the sauce flavor can be closer.
logo redeisgn
the sauce is the boss
bottle strip
Nutrition FactsServing Size: 2 Tbsp (37 gm)
Amount per Serving
Calories 70 Calories from Fat 0
% Daily ValueTotal Fat 0g
Cholesterol 0mgSodium 290mgTotal Carbohydrate 17g
Dietary Fiber 0gSugars 16g
Protein 0g
Saturated Fat 0g
12%
0%
0%0%0%
0%
6%
Vitamin C 6%
Ingredients: High Fructose Corn Syrup,
Food Starch, contains Less than 2% of: Salt, Pineapple Juice Concentrate, Natural Smoke Flavor, Spices, Caramel Color, Sodium Benzoate as a Preservative, Molasses, Corn Syrup, Garlic (Dried)Sugar, Tamarind, Natural Flavor.
In 1985, my brother, Chef Larry Raymond perfected the
family’s recipe and entered our sweet and tangy barbecue
sauce into the country’s largest rib cook o�. He named it a�er
the nickname I got while playing basketball on Chicago’s
West Side- ‘Sweet Baby Ray.’ �e sauce is so �ne, the taste beat out nearly 700 entries in
the rib o�. Within a year, Larry and I, along with our
high school friend Mike O’Brien, formed a company around our award-winning
sauce and our simple philosophy about barbecue: t23-84lkjdf9-324807the sauce is the boss
Net Weight 18 oz. (1 lb & 2 oz.) 510g
back labelfront label
pack
agin
g
honey barbecue sauce
honey chipotlebarbecue sauce
hickory & brown sugarbarbecue sauce
additional flavors
This banner was designed to be displayed at 8x3in. It will be featured on websites frequented by male college students.
Some examples may include Pandora, YouTube, Twitter, and Hulu,.
the sauce is the boss
barbecue sauce
web
ban
ner
the sauce is the boss
barbecue sauce
This banner was designed to be displayed at 2.5 x 3 in..
It will be featured on facebook,
a social networking site used by many college students.
facebook ad
for product information visit: www.sweetbabyrays.com
note: original packaging photo [pg. 5] taken from americansweets.co.uk
design & photography:kaylissa spurlock
kaylissaspurlock.com
cred
its
