Weber Grills | Hucklebuck Design Studio

FEATURED CASE STUDY

GREATER SPRINGFIELD CVB
BRAND DEVELOPMENT

CLIENT:

GREATER
SPRINGFIELD CVB

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.