Our first objective through this updated Jack Daniel’s Ready to Eat Meats website was to increase brand awareness of Jack Daniel’s new BBQ line, old No. 7 & Honey Tennessee. To do so, we designed this website on the duality of the two flavors: dark and complex for the first one, bright and edgy for the second one. The game plan was simple: do an on-brand and functional update. We also sought to accentuate its brand image by capturing consumers’ attention and displaying how the new line is smooth, bold in flavor and is the new generation of class. In achieving these objectives our aim was to increase awareness of Jack Daniel’s Ready to Eat Meats by 50% and increase sales by 25% by the end of the year.