Bold Flavor. Bigger Stage.
Russell's BBQ Brand Evolution, Packaging, Website & Launch Creative
Russell's BBQ came up through the competition circuit — a brand with serious credibility, bold flavors, and a loyal following. What it needed was a visual system and digital presence ready to take it national.
The website redesign alone drove over 50% of annual online sales in the first month post-launch. The brand went on to expand into 200+ Kroger locations.
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The Brief
A competition-born BBQ brand with a cult following was preparing for national retail. The creative needed to honor its roots while building a system that could scale from DTC to the grocery aisle.
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The Brand
Visual system refinement that kept Russell's bold, authentic personality intact while elevating it for a national audience. Packaging across sauces, rubs, and wings built as a cohesive retail-ready family.
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The Digital Push
A full website redesign built for conversion and launch momentum — the kind of site that turns first-time visitors into buyers. Supported by email, campaign visuals, apparel, and promotional assets.
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The Result
50% of annual online sales in the first month after launch. Expansion into 200+ Kroger locations. A brand that now looks as good as it tastes.
