Stubb’s BBQ Sauces
Not only David Letterman's favorite sauce! Stubb's is probably America's most notable BBQ sauce for its long history and rich unique taste.
Overview
Stubb's BBQ sauce has been always associated to a very southern cowboy theme. It is recognized among the most hardcore Bar-B-Que enthusiasts and is considered to have one of the largest cult followings in sauces. Stubb's BBQ has area to improve on generating sales from people who are not necessarily as extreme with their BBQ outings.
Solution
I created an alternative design system for Stubb's that could be used in markets other then people with more then average knowledge of the BBQ practice. The design focused on clear readability and less cowboy style to cater towards people who live in different cultural and social backgrounds.
Results
Stubb's is able to appeal to a larger demographic and still remain familiar to its existing user base by creating multiple packaging design options based on the demographic it is selling to.
