The Challenge

Grillworx is a new mid-level brand offering a range of BBQ accessories to Australian and New Zealand retailers. The brand is owned by Mayo Hardware who currently have two other key BBQ brands, BBQ Buddy and Grillman.

The task was to create a strong brand design that would work effectively across packaging design as well as in marketing and advertising campaigns. It was important that the new brand and packaging design would appeal to the predominantly male target market and give the products cut-through on-shelf to stand it apart from its competitors.

The Solution

Percept were chosen to create the new brand following successful work with Mayo Hardware on their other brands.

After assessing the competitor landscape, Percept created a striking logo design that is masculine and trustworthy. ‘Burned’ onto an iconic wood texture background, it is a definitive nod to the BBQ industry.

The packaging design uses strong colour blocking and a distinct icon set to communicate key benefits. This gives the products shelf presence and allows customers to clearly identify important features specific to each product at a glance in a busy retail environment.

The packaging design was rolled out across various formats including backing cards, swing tags, inner boxes and SRTs. A brand manual was also created with in-depth guidelines to ensure the brand design is consistently and correctly executed at all stages.