Magma Grills: A New Look for
One of the Hottest Brands
A manufacturer of specialty barbecue grills designed for boating, Magma is known as one of the most trusted products in the marine industry. For almost 50 years, Magma grills have been the go-to for boaters because of their unique corrosion-resistant polished stainless steel finish and sporty styling. With the popularity of their current offerings, Magma decided that the time was right to expand their offering to include a brand new modular cooking product line.
Magma’s branding and packaging had essentially not changed in over 20 years. Excitement about the new line of grills meant that it was time for a complete overhaul. The original packaging (as seen on the left) was not leveraging any lifestyle or identifying who their target consumer is for these high-end products.
Armed with only a very general understanding of grills, we dove in to begin the discovery process and better understand the grill category, unique product, and the overall competitive landscape.
Part 01: Discovery and Inspiration decks
While Magma had already done some extensive work on consumer analysis, we needed to understand the category from a messaging and lifestyle perspective. Inspiration was also curated to start the conversation about elevating the packaging, which needed to be more aligned with the product.
Part 02: Branding, Photography, and 3D
Transforming this into more of a lifestyle brand, we developed a story and tagline around the idea of adventure as well as the grill’s striking finish. Two multi-day photoshoots were done in California and captured food actually being cooked on the grills for an authentic feel. Their entire product offering was also created in 3D, allowing us to have maximum flexibility with product visualization.
Part 03: Packaging
The end result is a cohesive look across all Magma products. Each category of grills, mounts, and accessories had an assigned color to help build an easy-to-shop identity system. The large scale and variety of packaging made it important to understand the different ways the packaging might be merchanised in store. Each package was designed with two ways that it could be displayed based on retail fixture space.
Part 04: Collateral
All of the elements were brought together in a catalog that really accentuated the beauty of the product and fresh branding. From the sleek grills to the stunning locations to the delicious looking food, we were able to create the true essence of the brand.
