A new Product Brand Language to build brand recognition.

In this collaboration with Charbroil’s design team, we were challenged with designing a new Product Design Language to communicate the Charbroil brand values and character across their gas grill line, and to implement it on the 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 bells & whistles, and making quality grilling accessible to everyone, at every budget.

Visual elements of the Design Language include the overall proportions, the 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.