BBQ LAB, an Australian small-batch rub brand, came to us with a clear ambition: to create a bold new identity that would cut through the crowded BBQ market and speak directly to everyday cooks who love big flavour. They wanted a brand that felt premium but approachable — confident without taking itself too seriously. We developed a distinctive visual identity inspired by their positioning of “where science meets smoke,” then brought it to life through label and packaging designs for their three launch products. By establishing the brand and packaging together from the ground up, we were able to create a cohesive, high-impact system that reflects their flavour-first mission and sets a strong foundation for future product growth.