OVERVIEW /

Off The Hook Barbeque Sauce is named that for a reason. It’s a seriously good barbeque sauce blending a bit of the sweet western N.C. flavor with the familiar vinegar-based sauce found in the eastern part of the state. The sauce began as a family recipe and was passed down (and perfected) by third generation grandson, Carl Bridgers.

TASK /

I was approached to help brand the sauce. Such a unique flavor deserved a unique label and identity. It needed to stand out from other regional and more familiar national BBQ sauces on the store shelves.

Not only is “off the hook” slang for awesome, but it’s literally derived as a fishing reference. Carl loves to fish and originally wanted a fishing theme with the brand. Together, we toyed with that approach but it complicated the message and confused its use. We arrived with a bold typographic direction where ascenders and descenders in the letterforms function to connect words together.

Find Off The Hook Barbeque Sauce in several grocers in North Carolina, including Lowes, Harris Teeter and Piggly Wiggley stores.