kosmos q case study
To redefine and reignite Kosmos Q’s visual identity to reflect their growth and evolving brand.
Kosmos Q began in 2009 as a competition bbq team creating original rubs, sauces, injections and brines because products existing in the market did not live up to their standards of taste or quality.
Today, they have established themselves as a primary player in the competition bbq scene, winning top honors at the World Steak Championship and many other contests. They have developed unique, high-quality products sold in specialty stores and online world wide.
Previous Kosmos Q identities have had issues with legibility causing problems with duplication in print, embroidery and screen print applications that has created inconsistency among the branding suite.
Clarifying and simplifying the visual identity & packaging system by bringing it back to its stompin’ grounds.
Connecting the brand back to its provenance by establishing the large “Q” as the most recognizable element. The primary goal was to make it the center of the visual identity. All things Kosmos revolves around the “Q” for clarity and consistency.
The logotype is the cornerstone of the visual identity. It creates immediate brand recognition and builds equity with every impression newly designed to be easily reproduced across all platforms from printed package labels to embroidered shirts to screen printed aprons.
We worked with Kosmos Q food scientists to identify health features important to consumers. Packaging now calls out gluten free and no MSG.
The “Q” mark is the foundation of the brand. It has strong durability being the core identity element since the beginning of the organization. Utilizing the "Q" mark consistently creates more clarity for consumers and strengthens brand loyalty.
Chicken, cow, fish and pig icons on the front label easily identify flavor usage for pro competitor and the backyard bbq-er. Creating packaging friendly to the common user readies Kosmos Q for retail distribution.