Project Overview:

Billy Two Crows Hot Sauce was founded in April 2022 by Jesse Paul, who was inspired by the passing of his late father and their rich Cherokee heritage. The brand honors his father through the name “Two Crows,” chosen from his father’s tribal name. In addition to a deep personal connection, Mr. Paul sought a modern design that would help the hot sauce brand stand out in a competitive market, appealing to both tradition and contemporary tastes. The design process began with the creation of a custom logo, incorporating two crows, and was followed by the development of the product’s label design.

My Role:

As the lead designer, I was responsible for bringing Mr. Paul’s vision to life by creating a logo and product label that reflected both the personal significance of the brand and its modern appeal. I collaborated closely with Mr. Paul to ensure that the design captured the essence of his father’s legacy while also providing a fresh, professional look for his hot sauce. I was involved in every stage of the design process, from conceptualizing the logo to finalizing the product label, ensuring the design was cohesive and market-ready.

Key Features and Contributions:

• Logo Design: The logo was developed to incorporate two crows, symbolizing strength, heritage, and the fiery nature of the product. The modern, clean lines of the logo created a strong visual identity for the brand.
• Tribal Heritage Representation: The design elements were inspired by Jesse Paul’s Cherokee heritage, ensuring the brand reflected a meaningful connection to his father’s legacy.
• Modern Aesthetic: A sleek, contemporary design was chosen to ensure the hot sauce brand stood out in a competitive market, appealing to both traditional and modern consumers.
• Product Label Design: The label was designed with vibrant colors, clear typography, and a balanced layout to ensure it was visually striking while effectively communicating the brand’s story.

Impact:

The final design successfully communicated the personal and cultural significance of the brand while giving it a modern edge in the competitive hot sauce market. The logo and label design resonated with consumers, blending tradition with contemporary design, and helped Billy Two Crows Hot Sauce stand out on store shelves. The cohesive branding not only honored Jesse Paul’s father’s legacy but also positioned the product as a fresh, unique contender in a crowded marketplace. The design played a key role in establishing Billy Two Crows as a memorable, impactful brand that customers could connect with emotionally.

White was utilized to contrast against the dark background while symbolizing his fathers spirit. The hierarchy draws the target audiences eye from top left to bottom right. Designed to read the flavor name, the title of the product, the peppers utilized, and finally ending on a heat signature graphic to wrap up the viewers experience.