CHALLENGE
To revamp their recognisable packaging, Australia's biggest-selling charcoal briquettes, Heat Beads, were keen to take an FMCG approach.
JOURNEY
Whilst maintaining key brand elements we shifted the visual language of the pack into a more experiential space, adding photography and a more vibrant colour palette to add life and flavour. Looking towards food packaging for taste and flavour cues, we also developed a 'branded' stamp to get the Real BBQ Taste message across - an important difference between charcoal and gas cooking.
RESULTS
The finished packaging now does a great job of selling what the product is all about - great tasting BBQ food. And on the back, simplified instructions and friendlier copy lend the bag a more inviting feel, encouraging consumer trial.