Freelance • Creative Direction • Design • Brand Identity • Label Design • E-Commerce Website • Copywriting • Brand Strategy

Kinfolk's had a sauce worth bottling. But didn’t have a brand to sell it.

BEFORE: Sauce label they were going to print at home and stick to the bottle.

The Ask:

Design a label for a small town restaurant bottling its signature sauce for the first time.

Brand Mark > Label > E-Commerce Website

They were asking for a label but first, they needed a brand identity.

To get started, I asked for brand assets to work from. They provided me with an iPhone pic of the front of their restaurant. [Errr, ok?] So, I built their brand!

See the full brand story below.

  • Color Palette

Working on a Limited Budget

Tight budgets mean fewer rounds and fewer options. I had to get it right the first time.

Sauce Label Design Options

  • Retro 1

    Channeling the restaurant’s 1980s start, we’re keeping it vintage, yet modern and cool.

  • Retro 2

    This version uses a clear label, allowing the sauce to literally shine through.

  • Red 1

    Pop off the shelf. Both in the pantry and on store shelves.

  • Red 2

    Similar to Red 1, this version adds a bit more depth and texture.

  • Color Palette

    Yellow 1

    Inspired by hand-painted restaurant windows, this label carries a familiar touch.

  • Yellow 2

    Direct from Kinfolk’s signage. There’s no mistaking what you’re buying and where from.

Kinfolk’s First Original Mild Sauce Label

And also Original Hot Sauce.

Website

Branded site with Kinshop e-commerce built in.

Since they wanted to sell their sauce, we needed to upgrade the site and make it e-com ready. I started from scratch and built it on Squarespace, so it could be user-friendly enough for them to make updates as needed.

Visit Site: bbqfwb.com

I created a retro-chic vibe for their digital presence to match their real-life presence. Rewrote all copy with the southern charm tone to match the family that runs the business. I designed an easy-to-read menu, gave them a visual gallery of the food and restaurant to help drive new traffic from tourists and new visitors. And built out their e-commerce shop so they could finally sell and ship online across the country.

Brand Assets

Yes, a 1983 restaurant sign can become brand assets.

Logo

Color Palette

Typography

Shrikhand is bold, round, and full of personality. Perfect for catching attention, like when your mama calls you to dinner.

Bitter is a sturdy slab serif with soft curves and a subtle vintage feel. Easy to read, but with just enough character to fit the vibe.

"Monica is the real boss."

Angie Childers, Owner, Kinfolk’s BarBQ

The Outcome

The owners of Kinfolk's had never given a second thought about their digital presence before. Everything I brought them was unexpected. They were wowed at every turn and sold out of sauce faster than they could make it. For the first time, they could take orders online and ship their sauce across the country, something they'd never been able to do before.

Agency: Moondog Media

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