My redesign of Sweet Baby Ray’s aims to align its experience, messaging and visualization throughout an integrated mixed media branding campaign. The identity is designed to capture the authenticity of the brand that was born in Chicago over thirty years ago. The updated identity is bold, boss, and authentic across all products and media. The goal of the rebrand was to give cooks the inspiration to take their meal from boring to boss in seconds.


old logo

splash page
Holy Smokes is the promotion of a Sweet Baby Ray’s through in-person interactions. It’s designed to build stronger relationships with prospects and customers. It serves to educate potential customers on Sweet Baby Ray’s product offering through live experiences.
West Michigan AFF Bronze Student ADDY Award, 2020

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