A new Visual Design Language to build brand recognition.

In collaboration with Charbroil’s design team, we were challenged with creating a new Visual Design Language to embody the Charbroil brand values and character across their gas grill line, and to implement it on their flagship product: the 2024 Commercial Series Grill.

The straightforward, performance-oriented Design Language reflects Charbroil’s ethos of overdelivering on grill quality rather than offering unnecessary bells & whistles, making quality grilling accessible to everyone, at every budget.

Key visual elements of the Design Language include the overall proportions, horizontal bands that run across the entire face of the grill, faceted edges, diagonal vent details, chunky knobs, clean handles, robust wheels, and squared temperature gages. The Design Language defines how these items can be scaled up and down across grills at varying price points.