BBQ Lovers
The fellowship of the flame
To develop a concept for the barbecue category focused on the international market that will impact on its audience. To transcend the product (barbecue sausage) by creating a community, a fellowship, around the vectors of enjoyment with others; a fun, attractive proposal focused on a consumer who is more involved in social consumption, especially in the international sphere.
More than simply a community, more than a mere fellowship – a movement which serves to connect with audiences whose lifestyles are aligned with enjoying food socially. Firing up the grill on a warm summer evening is a popular pastime almost anywhere on the planet.
With this purpose in mind, TSMGO participates in the creation of a new brand characterised by an imaginary which permeates and envelops each of its manifestations. From the naming to the brand and beyond – taking it through captivating packaging which stands out on the shelf and attracts customers’ attention from the very first visual impact, encouraging them to buy the product. Brand activation in a manner which is totally out-of-the-box: serving to distinguish this unique proposal.
CLIENT
Embutidos OrtizAREAS
Brand activationWeb & Digital
PROJECT
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OBJECTIVES
- Visual recognition thanks to an aesthetic which describes, at a glance, what the consumer is looking at.
- Build around the concepts of fun, social consumption and provocation, a visual, verbal narrative which connects with a very specific audience.
- Clear focus on this insight: What is shared tastes better, but not shared for the sake of it, but rather to enjoy a vital moment. Live the here and now (pure “carpe diem”) intensely, and above all with our own imaginary which helps to identify the brand in each manifestation we create.
PROPOSAL
We created a naming which not only embodies the category but also the spirit of the brand, encapsulating fun, provocation and shared enjoyment: BBQ Lovers
With the use of a hand-drawn cartoon typeface, we opened up a world of possibilities and fun as an opportunity space.
Around the brand we incorporated a series of graphic codes which amplify the brand universe and give it a greater presence and connection. Illustrations depicting the atmosphere created around the barbecue.
In addition, the colour palette aids category recognition and helps each type of product to be self-explanatory.
Red links us directly to the colour of meat and chorizo. This colour also stimulates our appetite and adds energy, strength and character to the BBQ Lovers brand.
Black, on the other hand, takes us directly to charcoal, ash, smoke and brings us closer to the ritual of the barbecue.
The greatest effort has been placed on the creation of a unique language, capable of making its manifestations recognisable by having an identifiable tone and style. Double meanings and wordplay help to consolidate the messages and create a narrative which reinforces the idea of the brand.
On transferring this entire universe to the packaging, the product is highlighted in a resounding, eye-catching way. In addition, when it comes to brand activation, applications and merchandising elements have been created which emphatically enhance the visual narrative.
GRAPHIC SOLUTION
This project focuses on creating a powerful and distinctive visual concept, inspired by the vibrant and bold barbecue world. By merging graphics and identity in an innovative way, we succeeded in encapsulating the rebellious and provocative essence of the brand.
The central element of our visual identity is a Brand block, specifically designed to enhance the light-hearted spirit of socialising around a barbecue. This typography not only complements the graphic style, but also acts as a vehicle to convey the unique voice of the brand.
Our branding proposal does not stop at visual aesthetics. In an effort to place this new brand at the cutting edge of digital culture we have integrated the use of memes and other elements of contemporary pop culture. This strategy ensures that BBQ Lovers is fresh, relevant and resonates deeply with its audience.
The result of the combination of these creative ingredients is a brand which not only seduces visually, but also delivers a differentiated, clear and appetising narrative, tempting the consumer to experience a moment of socialising around the fire. BBQ Lovers is not just a brand, it is a sensory, emotional experience which is perfectly aligned with the values and desires of its target audience, consolidating itself as a disruptive force in the market and creating community and connection.
The BBQ Lovers decalogue becomes the common thread which binds all the brand manifestations together.
PRODUCTION
The very uniqueness of this truly ready-to-go product is such that we have to resort to materials which preserve and extend its shelf life significantly, although sustainability and the use of recycled elements has been one of the working premises of this project.
