As we said This client came to us already having an e-commerce brand that sold all kinds of stuff including BBQs. We directly advised making this a separate brand. ”You buy BBQ with emotion”. It fits a certain lifestyle. Even though the products they developed are relatively low priced, we opted for a strong high-value brand message. Dutch people like a discount, but a master BBQ chef in training wants to feel that he cooks on something made of quality. Something special.
We took the old logo from the discount store and changed it into something powerful. Those who know can still see the old brand in it. The result was a strong brand, that in his first year 5xed the profit of the old one.