A New Identity for “My Daddy’s Sauce”

Back in 2021, we met Willis Anderson III, a retired chef who was selling his homemade BBQ sauce at farmers markets. Seeing the potential in his product, we encouraged Willis to apply for our Dream Night initiative, which helps minority-led brands with branding and websites.

Problem

Willis was stuck selling his sauce at local markets and was keen to expand by selling in bulk to stores. He needed an online presence to reach more customers and make it easy for wholesalers to contact him. Plus, his branding didn't match the premium quality of his sauce.

Solution

We kicked things off with a solid brand strategy to position My Daddy’s Sauce just right. We rebranded it to highlight its premium quality and set Willis up with a simple, efficient website with updated product photos. This made it easier for wholesale buyers to make purchases and helped reach a wider audience.