Brother Jimmy’s BBQ is a favorite Manhattan barbecue joint with five locations. Korn Design created a new brand identity, menus and printed collateral, as well as a packaging system for the retail launch of its signature sauces and dry rub. Drawing from the down-home feeling of South Carolina barbecue, coarse-screen distressed photography was combined with playful typography to create a slow-smokin’ aesthetic.

Large-format paper menus double as tablecloths. The bottle design is inspired by the silk-screened aesthetic of retro soda bottles, combined with a non-traditional color palette and a clean, simple look to create a strong shelf presence and a color system to distinguish each sauce in the line.