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Weber Grills - tiered branding and package design

The challenge from Weber, America’s best-loved barbeque experts, was to support their expansion into more global markets. Their accessories range provided 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.

Applying our process of Holistic Packaging by DesignTM, my team and I 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 – each optimised for material usage, strength, shipping efficiency and in-store display. Most importantly, customers could now get their hands on the beautiful products in store, without damagingthe packs.

The brand bloodline, inspirelines and the vibrant lifestyle imagery (all created by my team and supplied as digital assets) provided the client with all they needed for an efficient rollout – telling the aspirational story of the Weber lifestyle around the world.

Through our Holistic Packaging by Design process, 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! The range has rolled out across key markets in Europe, Russia, India and the home market of the US. Brand awareness is up, the love for grilling is quickly spreading around the world.

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