Branding to elevate the barbecue experience for enthusiasts

Crafting a name, visual identity, art direction, packaging, and digital communication infused with barbecue essence

Immersing ourselves in the barbecue culture, we aimed to create a brand that resonated with enthusiasts as not just a product, but a lifestyle.

After thorough analysis of the sector, competition, target audience, and communication codes—both visual and verbal—we conceptualized and defined the corporate branding, beginning with its name.

We envisioned a brand that went beyond selling ceramic plates, offering an immersive experience and support for barbecue enthusiasts.

Thus, we chose to personalize the brand, opting for the term “barbecuer”—someone who cooks using a barbecue—akin to “pitmaster” or “smoker,” popularized recently in the U.S. (the BBQ epicentre), complemented by the prefix “Mr.”

This brand persona serves as a guide, enriching the consumer’s grilling journey while sharing resources, tips, and recipes.

Our tagline “BBQ Grill Tiles – Premium Quality” underscores the product’s excellence in European manufacturing.

The corporate identity was enriched with highly sensory art direction, featuring primarily American recipes with a Mediterranean touch, where colours, textures, and aromas generated while grilling transcended all communication pieces.