king of the grill
Challenge
The king of the grill is a non-toxic charcoal chimney that lights a grill. The project was to create a minimal package that showcased what the unusual and ambiguously shaped product was.
Approach
I spent a good bit of time doing store trips to the BBQ aisle of grocery stores and retail chains, and researching the existing BBQ and charcoal market. I also talked to several guys who enjoy grilling in the park or on their rooftop, but I didn't once hear anyone mention a starter like the one I was packaging. I set up several moodboards and through discussion with the client chose a direction that was fun and masculine without being too macho.
Solution
A belly band enabled me to package three starters together, and a miniature image of the silhouette of the charcoal starter proved through user testing to be a good reference for showcasing exactly what the thing is. I created a crest out of grill items to evoke a royal feeling in keeping with the crown-looking shape of the chimney and also gave it the name King of the Grill.
The back uses step by step illustrated instructions on using the chimney, with a tongue in cheek note about flaming crowns.
