MUSE Silver

United States

2022

Frontier Charcoal Brand Guide

Entrant Company

Launch

Category

Integrated Marketing

Client's Name

Royal Oak Enterprises

Sub-Category

Product Branding

Royal Oak Enterprises was seeing remarkable growth from its Frontier Charcoal brand. This globally-sourced charcoal is handcrafted from the finest hardwoods that originate in regions of the world known for their amazing food cultures. We were charged with bringing this forward into a brand with an incredible back story while differentiating it from its U.S.-made parent brand. We explored Frontier’s current target audience to better understand the role food culture plays in their lives and brought that forward. Frontier Charcoal is for the proud backyard pitmaster who loves sharing authentic international flavors with the people they cherish most. And those pitmasters are proud; they love to brag a little about their skills. We took inspiration from the very primal role that fire plays in our human hierarchy of needs and balanced it with approachability so that every backyard chef could aspire to create worldly flavors. Our work came to life as a brand book that sets the tone as trustworthy, friendly and inspirational. Our voice is down to Earth. A struck match inspires our color palette with a range that allows visual distinction for various regions of the world on product packaging. Imagery is food-forward and saturated with rich colors. People of diverse cultures enjoying a wide array of foods indigenous to the regions where our charcoal is sourced are featured heavily in our photography. They enjoy family, friends, music and cultural elements of the regions we celebrate. We brought the brand and its significant backstory to life through a new website that pays off our brand promise of “bringing the world into your backyard.”

Credits

Technology Director / Launch
Adam Scott
Co-founder & Account Lead / Launch
Javier Santana
Senior Project Manager / Launch
Beth Haggerty
Design Director / Launch
Mark Damiano
Executive Director of Brand Strategy / Launch
Shannon Delaney
Executive Creative Director / Launch
Lynn Pulsifer
Brand Manager / Royal Oak Enterprises
Cuyler Hunter
VP of Sales & Marketing / Royal Oak Enterprises
Scott Reid
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