In preparing to expand into new markets, the Red Clay team approached Outline in 2018 for a full identity revision and website redesign. Outline took inspiration from Chef Geoff Rhyne’s connection to the red clay soil of Georgia, his love for simple ingredients and the genius of thoughtful flavor, and created a brand identity oriented around emotion, authenticity and impact. Outline kept the sauce colors at the heart of our palette and complemented with earth tones meant not only to distinguish the individual flavor profiles but also create impact on store shelves, restaurant tables and in crowded refrigerators. Their work on the brand includes a custom word mark, individual pepper illustrations, brand story and product copy, and label and package concepts.
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