- Gas grilling had been eroding Kingsford’s market for years. Our assessment? The brandmark looked like an appliance logo set in a sterile white lab, exactly the opposite of this outdoor-only experience, losing its connection to the primal, masculine art of cooking with real fire. Our aggressive new trajectory for the brand is intentionally more threatening, and places it outdoors, where real men can risk life and limb in their quest for the authentic BBQ experience. Reversing the trend, brand sales have since doubled, now burning hotter than ever.
BRAND REFRESH, PACKAGING REDESIGN, BRAND EQUITIES REFRESH
- Our insight that the Kingford brand mark looked like an appliance logo isn’t so far fetched when considering that reliability was the most important aspect of the brand — that Kingsford briquets were as standardized and dependable as a kitchen stove. That problem, when stacked against the growing market for gas grills, actually implied that gas grills were preferred for barbecuing. Our redesign sharpened the letterforms, emphasizing the more primitive and dangerous experience, and added a depth of detail previously missing.