Sweet baby Rays

Honey BBQ Sauce

Gourmet Sauces

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 Rays 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 Rays began in 1985 when a kid
from Chicago named Larry perfected his familys BBQ
sauce recipe. He liked it so much he named it after his
little brothers basketball nickname, Sweet Baby Ray.
Larry decided to enter it in the largest rib cook off in the
country. To everyones surprise his sauce beat out over
700 entries and won. Larry decided to sell his sauce.The
rest is history.

The Big Idea

Sweet Baby Rays 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 Rays says that they are gourmet however
their current label doesnt 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.

Fonts
Optimus Princeps 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.

Helvetica Thin

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.

Helvetica Bold

This is the font that is used for the

sub headings in this book. It is
size 12 point font.

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.
Vintage Red

Crisp White
CMYK: 23, 99, 86, 16
RGB: 168, 32, 46
PANTONE: 663 C
HEX# A8202E

CMYK: 23, 99, 86, 16

RGB: 168, 32, 46
PANTONE: 1935 C
HEX# A8202E

True Blue

Very Black
CMYK: 100, 78, 16, 3
RGB: 10, 77, 141
PANTONE: 641 C
HEX# 0A4D8D

CMYK: 0, 0, 0, 100
RGB: 35, 31, 32
PANTONE:Black 6 C
HEX# 231F20

Logo Design
The logo is simple and classy. Because Sweet Baby
Rays 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 Rays

Gourmet Sauces

Old Logo

New Logo

Sweet baby Rays

Gourmet Sauces

Sweet baby Rays

Gourmet Sauces

Package Design

Top Label

TWIST TO OPEN

Sweet baby Rays

REFERIGERATE
AFTER
OPENING
BEST WHEN
PURCHASED BY
DATE ON LABEL

Gourmet Sauces

uce
The Sa ss!
Bo
is the

Squeezable

INSTRUCTIONS:
Brush on
meat during
last 15 minutes
of barbecuing
or broiling.
Find us on

Facebook

Sweet baby Rays

HONEY BARBECUE

Sweet baby Rays

8

Honey BBQ Sauce

Gourmet Sauces

In 1985, my brother, Chef Larry Raymond perfected the familys recipe and entered
our sweet and tangy barbecue sauce into the countrys largest rib cookoff. He named
it after the nickname I got while playing basketball on Chicagos 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 OBrien, 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

TWIST TO OPEN

Sweet baby Rays

REFERIGERATE
AFTER
OPENING
BEST WHEN
PURCHASED BY
DATE ON LABEL

Gourmet Sauces

uce
The Sa ss!
Bo
is the

Front Label

Squeezable

INSTRUCTIONS:
Brush on
meat during
last 15 minutes
of barbecuing
or broiling.
Find us on

Facebook

Back Label

Sweet baby Rays

HONEY BARBECUE

Sweet baby Rays

Honey BBQ Sauce

Gourmet Sauces

In 1985, my brother, Chef Larry Raymond perfected the familys recipe and entered
our sweet and tangy barbecue sauce into the countrys largest rib cookoff. He named
it after the nickname I got while playing basketball on Chicagos 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 OBrien, 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 Rays

Net Wt. 18 oz.

P.O. Box 31250 Chicago, IL 60631-0250

www.sweetbabyrays.com
1-877-729-2229
GLUTEN FREE

Photography
Here is a comparison of the original label and the new
label. They are side by side to show the changes that
were made.

10

11

Experience the Difference

Taking barbecuing
to the next level
since 1985.

Sweet baby Rays

Gourmet Sauces

12

Magazine Advertisment

The main purpose of this advertisement is to tell consumers

that Sweet Baby Rays 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.

13

Designed By