The marketing team at BBQ Guys came to Aisle Rocket to develop a brand identity and manifesto that would help their Blaze brand of grills stand out in the crowded grilling marketplace.
Brand Manifesto & Idea Statement
The Approach
The Blaze brand was getting lost in a “sea of sameness” in the grilling landscape amongst all the other chrome grills, tomahawk steaks, and roaring flames. The BBQ Guys team tasked us with injecting some life into Blaze and adding meaning behind the brand’s tagline: Grill for Life™.
As the lead copywriter on this project, I worked with our group creative director to develop a brand manifesto, idea statement, new brand guidelines, and ad-like objects to show the team at BBQ Guys the full potential of what the brand could represent.
We added warmth and liveliness to the Blaze brand by adding lifestyle elements to their photography, a warmer color palette and softer font, and focusing the brand’s voice on grilling as an act of community to help it stand out in the grills category.
The Results
The BBQ Guys marketing team was ecstatic with the results of the brand identity work Aisle Rocket did for Blaze and commissioned us to help them work on the core BBQ Guys brand identity and some seasonal integrated media campaigns.
Jeff Girten 