The redesign effort for Fire & Flavor focused on the seasonal nature of company’s namesake brand of grilling planks. Furthermore, the new packaging addressed the limitations of the company’s former Native American heritage-influenced packaging design, which hindered growth opportunities outside of the seasonal aisle, according to Fire & Flavor co-founders Davis and Gena Knox.The brand’s target consumers, women ages 35 to 55 with hectic lifestyles, are “foodies” who regularly watch food-preparation shows and cook for their families an average of 4.7 nights per week.
After the Knoxes worked with design firm Object 9 (www.object9.com) to profile those consumers, the next step was a category audit to identify gaps for future product expansions and also to define a visual identity and messaging for the Fire & Flavor brand to communicate the promise of a gourmet product. Package design followed, with clean and simple design elements and a particular focus on elegant food photography.
