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FEATURED CASE STUDY

WEBER GRILLS
MERCHANDISING ASSETS

CLIENT:

WEBER GRILLS

SCOPE:

RETAIL CONCEPTS / MERCHANDISING / ILLUSTRATION / TYPOGRAPHY / DESIGN 

Establishing a library of merchandising assets that create a flexible and varied set of graphics to be used in the creation of Weber gear.

The Need

Weber Grills reached out to us to help in the creation of some new swag and to take advantage of the fandom that exists around the Weber brand. 

The Goals

Our goal was to create a library of merchandising assets that both latched onto some of the heritage elements of the brand as well as a set that looked forward into areas of growth potential. We wanted to create assets that would have a shelf life longer than a seasonal retail launch.

The Solution

Referencing the product design details, vintage packaging, and other throwback elements, we were able to create a series of assets that felt like they've been a part of the brand for 50 years or more. We also created a series of assets that promoted the idea of mobile grilling and how Weber fits into your outdoor recreation plans, along with a series that focuses on the lifestyle of grilling with your Weber. These buckets, or themes, allow for a strong variety of imagery for the internal team to pull from.

The Takeaway

When creating merchandising assets for a historic brand, always dig deep into the heritage that is already there before you go too far down any additional rabbit trails. When you do create new assets, be sure that you are interpreting the trends in a way that is true to the brand and reinforces what the brand stands for. Also, you should buy a classic Weber Kettle and never turn back.

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HERITAGE THEME

Our initial set of assets takes reference from the rich history and heritage of the Weber brand. With nearly 75 years of product design, advertising, packaging, and promotions—there was a treasure trove of elements to draw from.  

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TRAVEL THEME

With the launch of a new line of portable gas grills, it was important to reiterate how the Weber brand overlaps with the idea of outdoor recreation and travel. 

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LIFESTYLE THEME

Grilling with your Weber is not just a way to prepare food, it's a way of life. This set celebrates #kettlelife in a variety of fun ways that allow Weber fans to share their fandom. It's a vibe.