Based on my experience in designing outdoor cooking products as well as brand design work I was approached to create a new brand. This new brand should target the male outdoor cook market segment with humor and romance for the art of outdoor cooking. The goal was a brand that could mark a culture. The company began offering seasoning and food products as well as accessory products like cooking gloves, aprons and cooler bags with plans to develop cooking products such as grills, cookers and appliances. There would also be cooking tutorials offered with the brand and the development of social network where outdoor cooks could share pictures and videos of their cooking adventures - a kind of Instagram for the outdoor cook. The brandmark needed to work for a wide variety of media content, packaging and on products.
