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Weber
Masters in Branding, School of Visual Arts, 2024
Thesis Project
Advisors: Dr. Brad Davidson and Melinda Welch
challenge:
Reposition Weber to address the gendered act of grilling in a modern society.
Strategy:
Making grilling something that is no longer just for the patriarch or that must take place in a backyard and extend the opportunity to grill to everyone, anytime, anywhere.
Outcome:
Using “Uncover the Love” as a way for Weber to connect with potential grillers through a launch of the rebrand, along with marketing and advertising campaigns, and new product offerings.
Humans began cooking around fire, resulting in brain growth from more nutrients, increased socialization, and overall advanced us as a species.
Through time, grilling has been displayed as an activity exclusively for men.
As humans domesticated fire and the suburbs began to emerge, grills were shown with men at the helm providing for their families.
Weber was introduced as the suburbs gained massive popularity, with all of their material picturing a man in control of the grill.
The same image has grown stale over the past 65 years, and no longer represents what families look like in the modern world.
Many families don't have a patriarchal figure, live outside of the suburbs, have no children, or are unique family structures Weber has completely overlooked as society has progressed.
Weber's new positioning statement promotes inclusivity and accessibility, allowing all people to feel like they have an opportunity to grill.
Whether it is in the mountains, by the pool, or on your apartment roof, Weber has a grill for you.
Leaning into new attributes for Weber - sturdy, warm, and cheeky - the creative will be updated to reflect this attitude.
New verbal language and stylized shapes bring Weber's personality to life.
A campaign called "Uncover the Love" will be launched, including OOH advertisements and social media engagements.
The hand drawn illustrations enhance the vibrance and fun to each piece of material.
The website will be given a reboot to match the new visual and verbal language, outfitted with a place for the Weber family to connect, grills categorized by lifestyle, and cheeky phrases.