Underdog BBQ was brought to life by a Pennsylvania man who knew nothing about barbecue, but recognized that the genre had grown to be culturally relevant and appreciated far beyond the borders of the South.
The branding had to have some grit. It needed to represent the working man’s sauce. It couldn’t risk being too clean, but needed to be authentic to the history of BBQ.
Thus, the identity is rugged and timeless paired with script to represent the authentic, delicious, made from scratch recipe. _ Branding/Identity | Packaging | Lead Designer