Client: Brandnew Climate Neutral Group
Project: Brand Identity & Packaging Design for Sustainable BBQ Products
Sector: FMCG, Sustainability, Outdoor Lifestyle
Developed in collaboration with Brandnew Design for Climate Neutral Group, this bold brand identity brought raw, honest storytelling to the BBQ category. Centered around the fire symbol and real wood charcoal, the design celebrates the primal satisfaction of building your own fire, sustainably and without compromise.
Challenge
Climate Neutral Group set out to disrupt the BBQ category with a range of honest, chemical-free charcoal, briquettes, and wood shavings, products made from real wood and produced with sustainability in mind. The challenge was to create a bold, confident brand that would connect with modern consumers, while evoking primal instincts: the satisfaction of building a real fire with your own hands.
Approach
In collaboration with the team at Brandnew Design, a visual identity and packaging concept was developed around the upward triangle, a symbol of fire and transformation. The identity reflects strength, simplicity, and authenticity, designed to stand out in a crowded market.
The tone of voice and visual world were crafted to tap into raw, elemental masculinity without falling into cliché. The result is a brand that celebrates fire-making as a personal ritual — something to take pride in, something that sets you apart.
Packaging materials, textures, and structure reinforced the honest product story: natural charcoal, no chemicals, quick to light, and easy to use — all without compromising performance or principle.
Outcome
Men and Fires brought a fresh, confident energy to the BBQ aisle. The identity combines emotional storytelling with functional product benefit, a real fire, made from real wood, ready before you finish your first beer.
It’s not just packaging, it’s a statement of pride, purpose, and authenticity.