Project: Gunpowder Rebranding

Agency: R+R

Mission: Create an identity for a new spice line.

Hats worn: Creative direction, raconteur, wordsmith, strategist, account management…all the MF hats because it’s freelance, baby!

What was Ryan thinking? Your brand revolution may or may not be televised - but it might just start in the kitchen. Teaming up with Ryan Carter, we approached local chef JD Von Stockhausen (an awesome and interesting guy who really won those wing awards) about developing a brand for his line of spices. The story behind the spices is a compelling one - every batch is handmade; the exact blend a secret and only available in a network of bars. A magical mystery of a mouthwatering magnitude.

To evolve the product beyond handwritten labels, we did a little brand alchemy of our own. We sat down with JD to learn about the man behind the blend in order to capture the best copy voice and visuals. Accounting for his current audience and future home chefs, we developed an identity that fits in a punk rock corner bar, a high-end grocer’s shelf or your own spice rack.

This project is more than words or a one-off freelance assignment. Using our own creative vision, our handcrafted, custom visuals and copy, we gave birth to a flagship flavor known as Gunpowder. And, that’s just a taste…check out the Smax page for a full-flavored evolution.