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Weber, America’s best-loved barbeque experts needed to expand into more global markets. Their accessories range provides an opportunity to build the brand and sales beyond the initial purchase of the barbeque grill itself but the packaging lacked brand coherence and in-store presence. Furthermore, the ‘space hungry’ packs were not optimised for either retail efficiency or material usage.

Through out Holistic Packaging by DesignTM process we sought to optimise look & feel form & function & emotion. Firstly, we created brand stories and a brand architecture that allowed for clear tier segmentation and easy-to-shop communication. This tiered architecture was then translated into three sub-brand looks and three approaches to form & function.

Our approach ensured we were able to reduce material use, increase functionality, improve shipping efficiency and – most importantly – ensure that a full case of products fits neatly on a eurohook, improving retail efficiency. The new packaging, easier to shop and proudly Weber, can be seen in a Garden Centre or DIY store near you!

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