The redesign focused on:

• Shifting the brand from commercial to craft-oriented

• Building a visual system inspired by backyard barbecue culture

• Developing a cohesive identity adaptable across bottles, labels, and gift packaging

• Modernizing the look while preserving brand recognition

The goal was to position Sweet Baby Ray’s as a premium sauce rooted in authentic barbecue tradition.

The logo was redrawn using the spirit of the original Sweet Baby Ray’s letterforms, refining curves, weight, and structure for a more controlled, premium feel.

The updated mark serves as the foundation of the packaging system, providing flexibility across flavor variants and formats.

The brand palette is earthy and handcrafted:

• Tan for natural, craft cues

• Black for boldness and readability

• Red-orange for BBQ heat + flavor association

The custom letterforms were expanded into a functional A–Z character set, allowing the brand voice to extend consistently across labels, flavor variants, and promotional packaging.

This creates typographic cohesion while maintaining a handcrafted personality.

The updated labels prioritize strong hierarchy, simplified shapes, and a cleaner layout that balances flavor identification, brand presence, and craft personality.

The system preserves the brand’s iconic recognition while introducing consistency and refinement across the product line.

The redesigned bottles demonstrate the full visual system working cohesively — color, typography, and brand mark aligned within a refined hierarchy.

The result is a more premium presentation that maintains familiarity for existing customers while elevating shelf presence.

To extend the brand beyond standard retail shelves, a gift-ready packaging system was developed for multi-bottle sets, seasonal promotions, and specialty bundles.

This expansion demonstrates system flexibility and positions Sweet Baby Ray’s as a brand suited for gifting and elevated retail experiences.