2017 / Packaging Design / Other Packaging / Professional

Fuel Line

  • Prizes
    Gold in Packaging Design/Other Packaging
  • Company
    Seidenfaden Design Copenhagen, Denmark
  • Lead Designer
    Troels Seidenfaden
  • Design Team
    Daniella Armbrecht Kirstine Karup Maria Damm
  • Client
    Weber
  • Project Link

The scope of the project was to assist Weber-
Stephen in revolutionizing the grill fuel
market by launching a new Weber Briquette Bag
and products related to this category; The
Weber Fuel Line.

Concept objectives:
• Replacing the Weber fuel/smoking
products by one unique fuel line with a
consistent design language
• Addressing a broader target group,
with supermarkets as a new distribution
channel
• Positioning the line clearly in terms
of the Weber brand, USPs and consumer benefits

Graphic challenges overcome:
• Provide clear information, easy
navigation and usage instructions
• Consistent design language
• Ensure easy product recognition
• Signal quality and value for money
• Complement the strength of the Weber
brand
• Language requirements for
international markets

The packaging concept has shown convincing
results in the ‘stop, hold, close’ rating
research by 1) creating attention on the
shelf, 2) communicating, at a glance, the
brand and product characteristics as well as
USPs in an intuitive and visually attractive
way and 3) overall perception as an attractive
offer and thereby creating desire to buy.

Consumers associate the character of the
packaging line with 'perfection' - almost over
the top for a commodity product in the
grilling environment.

The Weber Fuel Line has a graphic appearance
that is signalling quality and a premium brand
appeal which is coherent with the Weber brand.
- A design concept that has provided a
holistic impression where the perception of
the full line adds to the perception of the
products individually.

The well-established and structured design
guideline has enabled graphic execution of
line extensions within the fuel line category.

Photo Credit: Seidenfaden Design Copenhagen