House of Q branding refresh of logo

House of Q

Our company does two things: first and most importantly, we are a BBQ sauce and spice company; secondly, we are competition BBQ cooks (pitmasters).

Our audience is outdoor cooking, grilling and BBQ fans who appreciate great flavour, a gathering of people to share food and are family friendly (everybody has to eat right?).

Our current logo is well established/used however needs to be
refreshed and updated. The logo is the start to more projects...
product packaging, web, then marketing materials.

Two comments are received from our customers: first, they try to read
the flames underneath our logo where there is nothing to be read...
secondly, some think the product and company represents hot sauces
because of the use of flames in which our products are not. In short,
I want to minimize if not eliminate the use of flames or
representation of "hot".

There is a moniker that we have been using however not necessarily
incorporated into our logo. The use of the letter "Q" is represented
on our packaging as well as our vehicle wrap graphics. This is not
required however may be incorporated into the formal logo.

We like the colours we use - red, yellow and black. They represent
bold, confident and brand identity.

We like the puffy style letter and would like to keep that element of
the logo. I believe the font is VAG Rounded.

Current website is: houseofq.com - pictures, logo use, packaging in
use and more information about the company can be obtained on the
website

Facebook: /houseofq

Twitter: @house_of_q

Branding questions:

What makes your firm stand out from your competitors?

1) our story - personality behind the flavor, the sauce, competition
use, Canadian

2) tastes great - outstanding in comparison to other products

3) "clean" ingredients - no high fructose corn syrup, no MSG, it's
gluten free,
no preservatives

What do you think your brand should represent:

-sauce, spice
- food products
- high quality
- "clean" ingredients, not necessarily cheap ingredients, real apples
vs apple-flavoured,
- tremendous flavor
- bold - flavorful, not mundane or "froo-froo", bold in-your-face
flavors
- diverse use - more than just grilled meats -vegetables, cocktails,
seafood, stir frys
- fun, easy-going yet professional and serious
- for the gourmet cook

THE PRODUCTS ARE NOT:
- hot, spicy
- cheap, inexpensive
- a farmers-market, house-made product (not an entry level to market
product line)