THE CHALLENGE: Smokey Rebel, a family-owned BBQ rub and spice business, needed a cohesive yet distinctive branding system for their products. The challenge was to create eye-catching labels that clearly communicated the brand’s identity while giving each spice its own unique personality. The designs had to strike a balance between a unified, recognizable look for the overall product line and the individual flavors and characters of each rub, ensuring they stood out on shelves.

THE SOLUTION: I developed a fun, engaging visual identity for Smokey Rebel by designing spice can labels in the format of playing cards, with each product featuring a unique animal based on characters, like Rooster Cogburn and Davy Crockett. This design approach maintained a consistent, homogenous look across the product line while allowing each flavor to shine with its own distinct personality. Over the years, I've  been continuing to create graphics, packaging, and stickers, reinforcing the brand's playful and flavorful identity.