Cowboy Brand Charcoal comes from a family heritage that goes back 100 years founded in Albany Kentucky. When Cowboy decided that BBQ Sauce was a natural brand extension to their line of lump charcoal products, they retained Brand Zoo for the product positioning and package design.
Our insights revealed that other barbecue sauces featured celebrities, pit masters and BBQ joints as their anchors for differentiation in the market. Cowboy owned the notion of the cattle drive and cowboy cuisine. In other words, they were the real deal.
Using an original photo of a 1900’s cattle drive, period typography, and product/flavor descriptors, we created packaging that conjures up the taste of open range cooking and the romance of cowboys enjoying a hearty meal after a long day riding on the range, further driving the authenticity positioning.