Overview

Old Arthur’s Barbecue teamed up with Storyhorse to evolve their Early American barbecue brand into a modern must-have condiment. To capture the essence of Old Arthur’s, we dove into their rich history, tracing the journey of the man behind the brand, Arthur Watts. This exploration of both the man and the brand laid the groundwork for our strategy.

To propel the brand into the 21st century, we reimagined the brand narrative, shifting the focus from Arthur Watts to Arthur and the family continuing his legacy. Infusing storytelling elements into packaging and marketing materials, we maintained visual cues honoring the company's long-standing heritage while also introducing a modern aesthetic. Visual identity development involved illustration of a new portrait of Arthur Watts, a whole suite of stamps and badges to be used on packaging and marketing materials, and new packaging designs for their 8 SKUs as well as a concept design for a new in-development sauce.

Roles

Brand Design
Brand Strategy
Package Design
Illustration

Awards

2024 Winner
GDUSA Packaging Design

Here you’ll find a quick run through of some of the highlights of the initial rounds of packaging design for Old Arthur’s Mild, Spicy and Watt’s Way sauces. Based on initial insights and discovery phases, we came up with three visual directions: Arthur’s Legacy, Early American BBQ, and Premium Barbecue. From there we refined and developed several design options based on conversations and feedback from the client.