American Royal Rubs

Branding & Identity / Illustration / Packaging / Typography

Kansas City is known for its world famous barbecue. Every year, the American Royal hosts the World Series of Barbecue Competition, and these 4 rubs are all championship recipes from the 2014 competition. The goal was to design them in a way where they felt unique to the market and could all live as a family on shelf.

By using color and imagery as distinguishing factors, these packages give a gourmet feel with the custom type. In a market driven by photography, we wanted to stand out by using flat, lithograph-like imagery. It was also intentional to use imagery of the actual animals, not the end result. Each package includes the team and their city. The backside includes that teams story, really trying to highlight them and what they’ve accomplished.

This packaging was presented to Walmart, which ended up wanting to put these on shelves in an exclusive deal. Around March 2015, you’ll be able to see these in select stores around the US!

Honored to receive a Gold ADDY in the category of “Sales Promotion” in February 2015. This was earned at the Region 9 American Advertising Awards in Kansas City, MO.

Designer / Art Director: Bradley Brooks

Creative Director: Heather Davis