it's all about the goods

epic goods, a private label launched by bp in 2024, epitomizes a commitment to exceptional quality and distinctive offerings. each snack offered by the brand is meticulously crafted to embody excellence, standing shoulder to shoulder with any national brand out there. it is now sold across leading bp retail outlets including ampm, thorntons, and travel centers of america.

building an epic brand

over the course of a year, i had the pleasure of art directing the preliminary explorations, foundation, and building blocks of the brand you see today. the conceptualization and creation of brand names, word marks, logo, brand elements, stylistic treatments, layouts, colors, and photography was rigorously developed, edited, revised, and iteratively built upon through the months. quality in every product—the simple truth to show and tell—was the unique selling proposition that continually drove and united the brand.

onward and upward

developmental milestones of the project include the brand logo and colors, general and packaging style guide, and current cpg packaging lines include waters, juices, coffees, assorted candy, popcorns, nuts, beef jerky, meat sticks, and pretzel sticks. web banners, online video, and social media marketing will be launching soon.