sweet baby ray's book
DESCRIPTION
ProductTRANSCRIPT
Honey BBQ SauceGourmet Sauces
Sweet baby Ray’s
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 Ray’s 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 Ray’s began in 1985 when a kid from Chicago named Larry perfected his family’s BBQ sauce recipe. He liked it so much he named it after his little brother’s basketball nickname, Sweet Baby Ray. Larry decided to enter it in the largest rib cook off in the country. To everyone’s surprise his sauce beat out over 700 entries and won. Larry decided to sell his sauce.The rest is history.
1
The Big Idea
Sweet Baby Ray’s is one of the most delicious and affordable barbecue sauces on the market. With many different flavors options there is something for everyone.
Sweet Baby Ray’s says that they are “gourmet” however their current label doesn’t convey that message.
The goal of this re-design is to create a new label that is classy and American to attract buyers to a higher quality product that reminds them of an American tradition.
2
3
Fonts
Optimus Princeps
Helvetica Thin
Helvetica Bold
This font is used for the logo text as well as emphasis text throughout the rest of the packaging. It should be no larger then 27 point font and no smaller then 7 point font.
This is the font that is used for the copy on the label as well as in this book. It should never be larger then 14 point font and no smaller then 5 point font.
This is the font that is used for the sub headings in this book. It is size 12 point font.
4
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.
CMYK: 23, 99, 86, 16RGB: 168, 32, 46PANTONE: 1935 CHEX# A8202E
CMYK: 23, 99, 86, 16RGB: 168, 32, 46PANTONE: 663 CHEX# A8202E
CMYK: 100, 78, 16, 3RGB: 10, 77, 141PANTONE: 641 CHEX# 0A4D8D
CMYK: 0, 0, 0, 100RGB: 35, 31, 32PANTONE:Black 6 CHEX# 231F20
Vintage Red Crisp White
Very BlackTrue Blue
5
Logo Design
6
The logo is simple and classy. Because Sweet Baby Ray’s 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.
Sweet baby Ray’sGourmet Sauces
Old Logo New Logo
7
Sweet baby Ray’sGourmet Sauces
Sweet baby Ray’sGourmet Sauces
Package Design
Sweet baby Ray’sHONEY BARBECUE
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 cookoff. 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 riboff. 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 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
Sweet Baby Ray’sP.O. Box 31250 Chicago, IL 60631-0250
www.sweetbabyrays.com1-877-729-2229
GLUTEN FREE
Honey BBQ SauceGourmet Sauces
Sweet baby Ray’s
Net Wt. 18 oz.
Squeezable
Sweet baby Ray’sGourmet Sauces
The Sauce
is the Boss!
TWIST TO OPEN
REFERIGERATE AFTEROPENING
BEST WHENPURCHASED BYDATE ON LABEL
INSTRUCTIONS:
Brush onmeat during
last 15 minutesof barbecuing
or broiling.
Find us on
Top Label
8
Sweet baby Ray’sHONEY BARBECUE
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 cookoff. 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 riboff. 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 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
Sweet Baby Ray’sP.O. Box 31250 Chicago, IL 60631-0250
www.sweetbabyrays.com1-877-729-2229
GLUTEN FREE
Honey BBQ SauceGourmet Sauces
Sweet baby Ray’s
Net Wt. 18 oz.
Squeezable
Sweet baby Ray’sGourmet Sauces
The Sauce
is the Boss!
TWIST TO OPEN
REFERIGERATE AFTEROPENING
BEST WHENPURCHASED BYDATE ON LABEL
INSTRUCTIONS:
Brush onmeat during
last 15 minutesof barbecuing
or broiling.
Find us on
Front Label Back Label
9
Photography
10
Here is a comparison of the original label and the new label. They are side by side to show the changes that were made.
11
12
Taking barbecuing to the next level
since 1985.
Sweet baby Ray’sGourmet Sauces
Experience the Difference
Magazine Advertisment
13
The main purpose of this advertisement is to tell consumers that Sweet Baby Ray’s BBQ sauce is the best on the market and a step above the rest. The advertisement is simple so that it can be taken in at a glance.
This advertisement will be placed in magazines because the majority of consumers will be women between the ages of 20-50. Many of them read magazines either in print or digital form.
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