Rufus Teague BBQ Food Stuff Packaging and Brand ID

OVERVIEW:
Yeah Brother Creative Co was tasked with updating and refreshing the Rufus Teague brand identity and packaging. Rufus Teague is a brand of award-winning, Kansas City-style BBQ sauce and rubs launched in 2004. Their products are sold in over 17,000 retail locations across the U.S. and 10+ countries.

Rufus Teague didn’t get their recipe from their great-great-great Alabama grandfather. They didn’t find it in a chifforobe. And Rufus Teague isn’t some old backwoods barbecue genius. The truth is, Rufus is just a name that was made up because it was funny. And they make the sauce how they do because it tastes good. There’s not much more to it than that. Having fun and goofing off has always been their north star. Some would say they just got lucky. We say it’s because they keep things stupid good.

INSIGHTS & ANALYSIS:
Most brands in this category stick to a serious tone and highlight product variety. Most brands push product-first. Our chance to be the ‘fun’ BBQ brand with quality recipes and a unique story.

OUR APPROACH:
In an industry that’s often highbrow and self-serving, we can’t overestimate the role Rufus Teague’s products play in people’s lives. So many brands try too hard and take themselves too seriously. That’s just not Rufus. As a brand that offers both fun and function, the white space exists for them to thrive.

Truth is, they’re not for everyone. And that’s ok. Their audience works hard and plays hard. Whether they’re lugging a briefcase or a toolbox, they don’t cut corners. Either way, they appreciate the moments where they can slow down and share a good time, and a good laugh, with the people they love most. They don’t take life, or themselves too seriously. And they’re drawn to brands who are authentic.

The Rufus Teague brand knows how to have a good time. The brand is playful; they talk about their rich history and BBQ roots just as much as they talk about their high-quality and innovative products. In an industry marred by canned language, and ‘rugged seriousness,’ they’re a breath of fresh air.

WHAT WE DID: 
Brand strategy
Updated visual identity and tone of voice to reflect their fun-loving reckless attitude.
Custom illustrations for all products
Packaging design updates