Elevating Char-Broil’s portable grill from a mere commodity to a respected competitor.

Char-Broil was in a difficult spot in the tailgating grill category: rather than face a respected competitor at a $139 price point, they created a $79 product and tried to compete on price. As a result, they were caught in the commodity trap: a mediocre product with low margins and lots of competition. In 2012, Char-Broil came to Creature to conceive a new tailgating grill to compete head-to-head with high-end competition.

Our design for Char-Broil creates a rugged, road-worthy grill that can stand up to the abuse of tailgating. We pushed for a durable cast aluminum construction for the lid and firebox. Iterative rounds of sketch development led to a structural frame design that forms a protective cage around the unit.

The masculine, toolbox-like form communicates its rugged character. Product details like polished metal temperature gages and red accents indicate the quality in its construction.

Introduced in 2013, the product won Char-Broil placement at Home Depot, Sears, as well as new retailers like Dick’s Sporting Goods. Tailgaters respond well to the design – the grill sells at a significantly higher price point (and margins), and gets great reviews online.