Creating a hot new packaging range for barbecue accessories brand, BBQ Buddy.

Case Study

The Challenge

Mayo Hardware is an Australian owned company distributing a range of outdoor lifestyle, safety and security products through the retail channel and commercial and industrial channel. BBQ Buddy is an exclusive brand for Bunnings Australia and Bunnings New Zealand.

Percept were engaged to redesign the packaging with the objective of differentiating it from its competitors in a market oversaturated with reds and oranges. The packaging was to communicate the function of the product and reflect the ‘good-mid price level’ target market.

The Solution

Percept approached the packaging refresh with a modern take on the brand’s existing flames. The abstract flame is bold and bursting with energy, and can be immediately tied to the function of the products in a barbecue setting. The strong, masculine typeface selected, helps ground the bold new design, and steers it towards the likes of the primarily male target market.

The new packaging has a strong presence on shelf because of its predominantly yellow colour-way and clearly stands out from the competitor landscape which is inundated with heavy designs that are mostly red and orange with black.

A suite of roundels were also created, utilising a new icon style that pairs harmoniously with the flame graphic and typography. These feature on the front-of-pack and provide consumers with the key benefits of each product that can be seen and digested at a glance in a busy retail environment in an effort to aid the purchase decision-making process.