Grill2Go X200

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 decided to take a new approach, and came to Creature to conceive a new tailgating grill that would compete head-to-head with the Weber Q.

Research revealed that the product needed to be rugged and “road-worthy”. We pushed to move to a durable cast aluminum construction to withstand the abuse of the road.

Iterative rounds of sketch development led to a frame design that forms a protective cage around the unit. We developed a masculine, toolbox-like form to communicate its rugged character. Product details like polished metal temperature gages and red accents indicate quality in 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 ($129), and gets great reviews online.