Charcoal Companion: The Everywhere Instant Grill'
The Everywhere Instant Grill was developed in response to a smart but underwhelming competitor product: a disposable, eco-friendly grill. The concept was compelling, but after testing, we felt the user experience fell short. The product felt flimsy, under-branded, and confusing to use.
We saw an opportunity to elevate both the product and the user experience, through smarter design, clearer messaging, and a brand story rooted in real consumer behavior.
Service
Product Development, Branding, Launch Strategy
Category
Camping & Outdoor Living
Year
2024
We helped our client identify a clear opportunity within a growing disposable grill category where existing products lacked durability, clarity, and brand credibility.
Intellectual Property Review
We worked around robust existing IP to develop a new version with improved features, including our own design patent. One of the biggest constraints was a utility patent that prevented us from using any wood-based grill grate material. This initially raised concerns around cost, weight, and sustainability. Ultimately, we landed on thin metal rods, which we reframed as a consumer benefit: more durable, able to handle heavier food, and less prone to burning or failure (a flaw we found in competitor testing).
Black Edition
I'm a paragraph. Click here to add your own text and edit me. It’s easy. Just click “Edit Text” or double click me to add your own content and make changes to the font.
