Charbroil
X200
Elevating Charbroil’s portable grill from a mere commodity to a respected competitor.
Charbroil 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, Charbroil came to Creature to conceive a new tailgating grill to compete head-to-head with high-end competition.
Our design 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.
The design sells at significantly higher margins than its predecessor, and has impressive longevity: introduced in 2013, the grill is still selling strong today.
