The purpose was to launch a new product line of pulled pork and chicken to increase KCM shelf presence and flavor awareness. I approached the idea from the original story of KC Masterpiece, which is based in Kansas City, Missouri. The appetizing appeal is a major communication priority. Therefore the design of the packaging was the emphasis on this point. This design helps the brand to drive loyalty of consumers of KCM, which makes great-tasting BBQ sauces authentically made with real ingredients.