RUDY'S "COUNTRY STORE" AND BAR-B-Q REBRAND
To build my portfolio and keep pushing my design skills I wanted to take a stab at another rebrand. This time I set my sights on Rudy's BBQ. Found throughout the great state of Texas, Rudy's has steadily grown over the years, now stretching across roughly 35 locations. Each location is a combination of gas station, delicious BBQ, merchandise and snacks wrapped in a Texan flag. I hope you enjoy the end result of my exploration.
Let's start with the current logo. One of the most bothersome aspects is the strange variety of stroke widths found within the script. Also, the custom brush style tagline contains plenty of charm but also a ton of legibility issues as letterforms begin to fill in at small sizes.
New proposed "Country Store" logo with custom script, new typeface and updated color palette
Since Rudy's offers BBQ-specific products and services, I thought a stand alone BBQ logo would be appropriate. This would be found on menus, BBQ sauces & rubs, catering collateral, etc.
Typography and evolved color palette.
Supporting graphics to be used throughout step-and-repeat patterns, interior spaces and other elements to bring the Rudy's brand story to life.
Now that we've looked at the general branding update, let's check out Rudy's current packaging. As you can see, their hand written typography does speak to the "messiness" of the products, but there's really nothing much more beyond that. I wanted to push the packaging to deliver a powerful punch of bold colors and brand tone.
Rudy's plastic cups are iconic to the brand. The black cup is meant to more closely tie to their current black and white cup. The pink version is an evolution of Rudy's pink cup used during Cup For A Cause, where portions of proceeds are donated to breast cancer awareness and research.
An instance where the Rudy's BBQ logo is exclusively used, here's an updated menu design.
You made it all the way to the end! You deserve a reward.
Perhaps a reward smothered in sweet, tangy sauce?
