Repackaging an iconic Aussie BBQ fuel brand

Heatbeads packaging outside

Background
Heat Beads® is the market leading Aussie BBQ fuel brand.

Australians have been cooking with Heat Beads® BBQ Briquettes since the early 1970s. The brand has an iconic status and is considered the name behind the real BBQ taste. The brand’s cult status is also growing internationally and is currently available in The Middle East, Scandinavia, Greece, New Zealand and England.

Challenge
Despite dominating the BBQ fuel category, Heat Beads® was facing increased competition from cheaper, lower quality competitors. The brand needed to reassert its strengths around quality, consistency and the real BBQ taste. While it had a loyal base of fans, it also needed to leverage its brand heritage to engage newer generations of foodies and BBQ lovers.

With the growing category, Heat Beads® also needed to strengthen its leadership position and make cooking on coals easy for first timers. Heat Beads® needed to build confidence in creating great tasting BBQs every time.

Heat Beats brand packaging range

Strategy
Building on the brand’s strong heritage, we created worked with the Heat Beads® team to reframe the brand proposition to engage a new generation of BBQ lovers. A potent belief system and brand story was created to share the brand’s respect and passion for the tradition of chargrilling.

The brand messaging was then tailored to engage and excite new generations of BBQ lovers and empower them to create the real BBQ taste. This included a complete re-crafting of the brand’s story, instructions and key messaging on pack.

Heatbeads product range marks

Design solution
The new packaging retains the original ‘orange wheel’ to ensure it is instantly recognisable to brand loyalists whilst refreshing the overall pack to appeal to newer audiences. The design combines vibrant colours and subtle foodie cues with carefully considered messaging hierarchy to draw out the brand’s benefits.

A new identity design system has also been created to build a consistent family of products, with clear product differentiation and flexibility for different package sizes. Colour coding and message highlights make it easy for customers to select different types of fuel and provide opportunity for brand growth with new product lines.

How we helped Heat Beads
Truly Deeply worked with Heat Beads® to refresh their packaging design, brand messaging and create a new design theme for their family of products.

Results

“The team at Truly Deeply took the time to really understand our customers and market, creating packaging that both respected our brand’s long heritage, and met our goals of a stronger presence on shelf. We’re thrilled with the outcome”.

Rebecca Cornell, Marketing Manager,
Australian Char Pty Ltd


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