Bull’s-Eye was another Kraft brand that my partner and I ran. The barbecue sauce market is highly saturated in which sugary sauces are a current trend. Bull’s-Eye, however, has more of a savory and bold taste profile. We used this as our competitive advantage. While competitors’ labels were saying ‘sweet’, ours shows a rip-snorting bull.
Role: Lead CD
Photographer: JJ Sulin