50 Fires is a barbecue sauce brand that is built around regional identity. Each sauce represents a specific state, and is defined through measurable factors such as wood type, sweetness, spice, smoke, and tang. 

Brand Rationale

50 Fires creates a consistent visual system by using structured typography and icons, a flavor index, and the grain of each state's tree on their respective labels. Each of the labels has its own unique illustration as well as the outline of the states border.