ZARDA BAR-B-Q

Refreshing authenticity for loyalists and newcomers

Services

Branding, Language, Art Direction, Packaging, Illustration, Merchandising

Studio

Design Ranch

Challenge

Zarda Bar-B-Q has been a Kansas City staple for more than 50 years. They came to us looking for a brand refresh, challenging us to bring in newcomers while honoring their loyal fan base.

Approach

Our strategy led us to identify the everyman persona to speak to a larger audience. This inspired our messaging to prompt customers to try new menu items. We modernized the logo and took the Zarda experience to restaurants and grocery stores. Zarda Bar-B-Q had not been established as a heavy player in the Bar-B-Q sauce game despite having a solid reputation. To change perceptions, we crafted sauce bottles with clear labels and a clean typographic system allowing the sauce to be the hero and setting Zarda Bar-B-Q apart from its competitors. In addition, the new branding gave their famous beans and rubs a fresh appeal.