Flavor Expansion Pack
Brand-building and web design to promote grilling with a side of adventure
Frontier Charcoal wanted to forge new marketing territory with a complete branding makeover.
We created a juicy new brand identity and web experience for customers to sink their teeth into.
- Brand Design Systems
- Brand Strategy & Positioning
- Competitive & Industry Research
- IA & Experience Maps
- UI Visual Design
- UX Design & Prototyping
- Website Development
Hermes Creative Awards
Marketing Strategic Campaigns | Branding Refresh
GOLD – 2022
Muse Creative Awards
Integrated Marketing | Company Branding
SILVER – 2022
The new, globally-sourced charcoal – handcrafted using hardwoods from regions with rich food cultures – marked a departure from the American-made flavors and messaging that Frontier’s parent company had built their brand around. Bringing these flavors to stores couldn’t just be about pushing out new packaging: they needed customers to embrace this as an entirely different grilling experience.
We helped give Frontier Charcoal a new story to tell with award-winning brand positioning that got seasoned grillmasters all fired up and ready to cook.
Our customer research turned up an enthusiastic range of backyard barbecue bosses, novices and experts alike, who enjoyed bragging about their grill skills.
To spark maximum interest with this audience, we served up equal helpings of brand tastiness and barbecue culture. We built the new website around recipes and food images native to the charcoal’s roots, digging into its premium qualities, regional origins, and the flavors it brings to meals.
Within one year of the rebranding kickoff, Frontier had already increased its share of Royal Oak’s annual sales from 1% to 7%.