DYNA-GLO

SUB-BRAND CREATION

In preparation for their 2023 season, The Home Depot was looking to “declutter” their BBQ accessories aisles by updating their in-store brand offerings with products and packaging that were clean, cohesive and could appeal more strongly to customers. The Home Depot offers a wide selection of BBQ accessory brands online, including Dyna-Glo; however, in-store, the offering is limited to just a few brands.

In order to compete for a space on the shelves, the Dyna-Glo product team wanted to create two new sub-brands, Grill Gear and Grill Gear Pro, which would be sold exclusively at The Home Depot. With only a few weeks until their first pitch meeting, I was given an air-tight deadline to generate wordmarks, packaging, and digital content for both of these sub-brands.

In the end, The Home Depot responded enthusiastically to my designs and decided to move forward into the next phase development.

Scope:

Wordmark Design / Digital Content / Packaging

Two wordmarks needed to be created for this project. The Grill Gear wordmark would be used to represent an assortment of standard level products from the sub-brand, while the Grill Gear Pro wordmark would distinguish the premium offerings at a higher price point.

To assess the marketability of the proposed sub-brand, The Home Depot requested to see examples of potential online content. Working with our digital marketing team, I created several infographics that advertise key features of each product.