ProQ is a family run business of BBQ experts who specialise in the art of food smoking.
Brand strategy / Naming / Identity / Photography / Copywriting / Art direction / Print / Packaging / Website design / Environments
In 2008 Ian McKend designed and developed the very first ProQ BBQ Smoker in his garage. Today the business has patented designs, over 70 products across domestic and professional ranges and has an international reputation operating in a global market alongside Weber and the Big Green Egg.
Loved by professional chefs, meat loving BBQ cooks and outdoor enthusiasts, their reputation was based on quality and innovation – but growth was slow due to outdated branding. Felt were approached to develop audience groups, widen appeal, support growth into new international markets and increase financial turnover. Reviewing all of the global markets that the brand had a presence in and new areas that they wanted to develop, we identified 4 key audience groups – Pro’s and influencers (professional chefs, competition BBQ teams and keen amateurs), Technical enthusiasts, Keen foodies and Outdoor adventurer’s, these informed the brand proposition built on expertise and food discovery that engaged each group.
Illustrating the product range and the culinary creativity they bring through photography became key to the new look & feel. James Strawbridge has been both chef and creative food director across the numerous shoots that have been undertaken. The colour palette, typography and logo are designed to create a visual language that will sit comfortably in both the world of foodies and BBQs – the monochromatic colour palette feels premium while the hint of orange as a highlight and condensed font nod to the language of BBQ’s. A material palette which is used across trade shows and retail environments recognises each audience group with the use of textured timbers, polished concrete, shogi-ban signage panels, copper lettering and wide format imagery.
The new visual language is delivered across all ProQ platforms from packaging, print, social channels, website, trade stands, retail environments – increasing audience engagement and facilitating expansion into the desired international markets. We continue to work closely with ProQ as they develop new products and growth increases.