Vin E. Mac is a sports, entertainment and lifestyle company that will sell a unique BBQ sauce that combines Chicago and Kansas City classic barbecue flavors. The company wants to break into the premium barbecue and grilling market. 

The goal of the project was to redesign a brand for the client so that they could find success in the BBQ market with their sauce and come across as premium and stand out amongst the competition. The brand visually needed to be appealing to consumers with an affinity for sports and entertainment.

The brand’s first product is the Original BBQ sauce and will expand into other products, so the logo had to be versatile, to be able to portray a lifestyle brand. 

I was tasked first to create a logo that serves the lifestyle brand and then a label for the sauce. 

Key tone words from the client were premium, sporty, energetic, timeless, and modern-classic. Using these as my guiding words, I designed a logo and label that conveyed these feelings and would remind the audience of visuals they would see at a tailgate or sports bar. 

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