Russell's BBQ

Located in Linesville, Pennsylvania near the Pymatuning Lake Dam, Russell’s BBQ is a small-town staple with a name that proudly nods to its roots: DAM GOOD BBQ. What began as a humble restaurant built on patience, craft, and unmistakable flavor has grown into a brand ready for bigger shelves and bigger audiences, marking a major new chapter for the brand.

The Challenge

As Russell’s expanded from a beloved local restaurant to a retail-ready product line, they needed a brand and packaging system that captured their grit, personality, and award-winning flavor—while standing out in a crowded sauce-and-rub market. Our challenge was to take their authentic, small-town story and transform it into a bold, cohesive visual identity built for both the restaurant experience and mass retail.

Approach

We set out to build a brand system that felt as genuine as Russell’s story—and as bold as their flavors. That meant grounding the visual identity in the character of Linesville: the dam, the smoke, the small-town grit, and the no-nonsense attitude that makes their BBQ unforgettable.

From there, we developed a flexible visual system that could live seamlessly across digital platforms, product packaging, and in-store retail. We built a confident, ownable voice, crafted a bold color palette, and designed packaging that stands out—whether it’s on a grocery shelf or next to a backyard grill. AI-enhanced photography played a key role in elevating the product experience, giving the brand a polished, mouthwatering presence that matched the quality of what’s inside each bottle.

Every detail was intentional, from the rugged personality of the typography to the illustrated Sasquatch mascot that brings the brand’s playful edge to life. The result is a cohesive, recognizable system that connects their local legacy with their growing future.

Outcome

The refreshed Russell’s BBQ brand arrived with impact—bold, memorable, and built to scale. Their new packaging now commands attention on grocery shelves, giving retailers and customers a clear sense of the personality and quality behind each product. The AI-enhanced photography elevated their online presence, helping the brand look as premium as it tastes.

Across digital channels, the updated visual system created consistency and recognition, making it easier for Russell’s to market new products, promote their restaurant, and expand their retail footprint. Most importantly, the brand now tells the story of where they come from and where they’re headed: a small-town smokehouse growing into a regional favorite, without losing the grit, charm, or dam good flavor that started it all.