OutSlaw

What do you think the perfect coleslaw tastes like? Is it mayonnaise heavy? Vinegar heavy? Or more of a balance of the two?

I have kept this question with me for the past few years. While I was traveling across the US from west coast to east coast in 2021, I made a silly goal for myself: try coleslaw in each of the regions I'd find myself in (Pacific Northwest, Midwest, Great Lakes, and Mid Atlantic). I do consider myself to be somewhat of a Slaw Enthusiast. So, in doing this challenge, I discovered that, although base ingredients remained the same, the ratios were vastly different.

Growing up in Oregon, I thought I had decent exposure to some good slaw. Portland's food scene never disappointed, and oftentimes, my perfect BBQ meal would consist of pulled pork, brisket, baked beans, slaw, and some corn bread on the side (just typing that out now made me hungry). The salty-sweet trade off was usually great. The veggies were just crunchy enough to be refreshing, but not too hard that the texture was unappealing. And of course, not supremely mayonnaise heavy.

Now, because I only managed to do a taste test in 4 regions, I realize I have completely missed out on an entire world of slaw. I know that Virginians love a vinegar-based slaw and North Carolinians (Lexingtonians, specifically) prefer ketchup. The South in general has many variations — some sweeter, some tangier. And I didn't even have a clue of what they might be doing in the Southwest. Needless to say: I became obsessed with the idea of catering to everyone's slaw needs, regardless of origin.

Drawing from the Portland food scene once more, my initial business idea was to create a food cart that served slaw (and only slaw). "An order of slaw, please, with a side of slaw?" I thought it would be funny and unique. Although... does anyone (besides myself) really love coleslaw that much to want an entire food cart dedicated to it?

The name "OutSlaw" originated from a typo. I do not remember the context, but I do remember scribbling it down in my notes app afterwards under the title "Ideas." It sat around for a while, unused, collecting dust. I was in university — how could I have the time or money to invest into a food cart? Let alone in Sweden (whose coleslaw game is lacking, BTW).

Maybe the food cart could pivot to a store-bought brand. After all, imagine a Lexingtonian finding themselves in Upstate New York without a ketchup slaw to pair with their ribs.

Then, it came to me.

I'm a graphic design student.

Why the hell have I not already created the branding for this?

That, my dear reader, is how OutSlaw was born. Built from passion for the craft. Sick of the lack of options. Need for a memorable name and look associated with the best side dish on the planet: coleslaw.