Packaging redesign and product-line system for Hill Country’s consumer packaged goods.
Hill Country Packaging
Brand / Client
Hill Country Barbecue Market
Category
Packaged Goods, Wine & Spirits
Context
First Chair Creative
Role
Packaging strategy, creative direction and hands-on design
Services
Packaging Strategy, Packaging Design, Brand Architecture, Product-Line Development, Copy Direction, Mockup Development, Product Photography
Design and photography
Jason B. Cohen
Production
R.L. Schreiber
Hill Country needed a packaged-goods identity that could carry the restaurant brand’s recognition and Texas roots into retail. The work began with a redesign of its barbecue sauce and developed into a flexible system for future rubs, seasonings and pickled products.
The packaging combined Hill Country’s guitar-and-star identity with the Glosserman family name and a direct product story rooted in Lockhart, Texas. A restrained black, white and red foundation created continuity, while typography, illustration, pattern and category-specific color gave each product a clear place within the larger line.
The five-SKU system included barbecue sauce, three rub and seasoning concepts, and Cowboy Candy Jalapeños.
The barbecue sauce was commercially produced; the rubs and pickled products were developed as line-extension concepts.
