SENIOR CAPSTONE
Angry Goat Pepper Co.
Who they are.
Angry Goat Pepper Co. is a family-owned business that started out as a small hobby farm producing goat meat and eggs. After exploring local farmers markets, they discovered a gap in the market for spicy products and began making their own pepper jam. The product was a hit with friends and they soon expanded to six flavors. They realized the potential in the spicy industry and reduced their livestock to focus on producing more value-added products. In 2016, they opened their own commercial kitchen and retail space, and in 2017, launched their upscale Parker's Gourmet brand. Their commitment to quality, locally sourced ingredients, and unique brand personality has helped them gain a loyal following of customers who appreciate their hot sauces and pepper jams.
Despite their success, Angry Goat Pepper Co. recognizes the importance of constantly evolving and adapting in order to remain competitive in the market. This is why they have decided to embark on a rebranding effort to better reflect their fun and quirky brand personality, and appeal to a wider audience.
The Goal
The primary goal of this project is to create a new brand identity and packaging design for Angry Goat Pepper Co. that is illustrative, colorful, bold, and fun. The design style for this project should be highly illustrative, with bold and vibrant colors, and a sense of playfulness and fun. The design should feel dynamic and engaging, and should effectively communicate the brand personality of Angry Goat Pepper Co.
Deliverables
Logo
3 Hot Sauce Labels
3 Pepper Jam Labels
Landing Page
9 Instagram Tiles
2 Variety Packs
Target Audience
The target audience would be individuals who enjoy spicy food and are interested in exploring flavorful hot sauces and pepper jams. This audience may also be interested in supporting small, locally-owned businesses that use organic and locally sourced ingredients. The brand personality of Angry Goat Pepper Co., which is fun, quirky, and playful, may also appeal to a younger demographic who are active on social media and enjoy sharing unique products with their friends and followers.
Objectives
To independently research, design, and produce a logo, 3 packaged hot sauces, 3 packaged jams, two variety packs, landing page, and campaign on social media for Angry Goat Pepper Co.
To create a new identity for Angry Goat Pepper Co that is both visually appealing and effective.
To critique myself and apply critique from peers and faculty whenever necessary to improve the overall quality of work.
To solve design problems within my work by using previous knowledge of design principles
To defend my design choices
To evaluate my redesign against other hot sauce brands as a means of measuring effectiveness.
To apply skills in illustration to produce consistent, effective designs across all deliverables with attention to details.
To compose a presentation that successfully showcases the process and overall design aesthetic of my rebrand and marketing strategy.
Above you’ll find many of the images I found inspiration from when beginning my research.
Research
When researching Angry Goat Pepper Co's rebrand, I wanted to create a look that was bold, colorful, and playful. To achieve this, I analyzed successful brands in the spicy foods category to identify common design elements that resonated with consumers.
The research showed that bold colors and playful illustrations were effective in capturing the attention of shoppers and creating a memorable brand identity. Based on this research, I decided to incorporate bold colors and playful illustrations into the design of Angry Goat Pepper Co's branding. The illustrations were designed to add a touch of playfulness and personality to the packaging, while clear product information and bold typography helped customers navigate the range of products.
Illustration Process
The process of creating the deliverables for Angry Goat Pepper Co began with brainstorming and sketching out initial ideas for the logo and illustration designs. Using existing hot sauces and pepper jams from the real Angry Goat Pepper Co., I came up with new concepts for the the illustrations.
Before settling on the final names for the hot sauces, I experimented with several options. Ultimately, I landed on “Goat Rider,” “Purple Hippo,” and “Lucky Dog.” As for the pepper jams, they were originally going to have a different animal illustration for each flavor. However, during a class critique, I received feedback to consider using the bear illustration I had for all three. Inspired by the idea, I went with the bear and named the flavors “RaspBEARY,” “StrawBEARY,” and “BlueBEARY.”
Once the initial sketches were refined, I moved on to creating the final digital designs for the logo and illustration labels for the hot sauce and pepper jam products.
© 2023 Taylor Leshock. All rights reserved. These design deliverables, including the logo, labels, landing page, Instagram tiles, and variety packs, were created solely by Taylor Leshock for this student project. While based on a real company, all creative deliverables are original. Reproduction or transmission of any part of this project is prohibited without the express written permission of Taylor Leshock.Process Work
Illustration Speed Process
Final Illustrations on Labels
Variety Box & Landing Page Process
Landing Page
The process of creating the landing page for Angry Goat Pepper Co involved a combination of design and animation techniques. After finalizing the visual style and layout of the landing page, I used Adobe After Effects to add an animated smoke overlay to the page and a branded navigation bar.
In addition to the smoke overlay, I also included product shots of the hot sauces and pepper jams, as well as order now buttons to encourage visitors to make a purchase. I used clean typography and bold colors to create a cohesive visual identity that was consistent with the brand's overall aesthetic. The end result was a visually striking and engaging landing page that effectively communicated the brand's values and products to potential customers.
Instagram Tiles
