It's kind of gloomy here in Milwaukee today, but it's supposed to be hot and sunny this weekend. Which means grilling! And I stumbled across this new grilling tool brand and thought the identity and packaging design was unique, smart and fun.
First can we talk about that logo and tagline? Is a flame or a face? It's a memorable mark either way. And the spark on the reminds me of lighting the grill. But that tagline "Sear-iously Good Grilling" is pun-erific. This approach feels youthful and fun, different from the usual players in this market that use their experience in the space to engage customers (hello weber).
The IGNITE grilling brand and packaging was developed by CMA Design out of Texas. Again they differentiated the brand through color with the bold orange and blue combination, ignoring the traditional convention of red and black in the grilling space. The messaging is really clear and the layout is flexible enough to work across a number of different packaging formats without feeling forced or over-templated.
If you have a few minutes take a peek at this page on CMA Design's website. They break down their design process from starting with positioning and logo sketches to all the options they shared with their client to get approval on the final design.