Truly Deeply refreshes iconic Aussie BBQ fuel brand, Heatbeads

Heatbeads new brand packaging

Melbourne brand strategy and design agency has developed new packaging, brand messaging and design for the Heatbeads range of products.

“The team at Truly Deeply took the time to really understand the Heatbeads customers and market to create 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,” says Rebecca Cornell, Marketing Manager, Australian Char Pty Ltd.

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 char-grilling. This included a complete re-crafting of the brand’s story, instructions and key messaging on pack.

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 char-grilling. This included a complete re-crafting of the brand’s story, instructions and key messaging on pack.

Heat Beats brand packaging range

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.

Despite dominating the BBQ fuel category, Heat Beads was facing increased competition from cheaper, lower quality competitors. Truly Deeply helped the brand reassert its strengths around quality, consistency and the real BBQ taste. The brand refresh not only strengthened its appeal to its loyal fans, it also leveraged the brand’s heritage to engage newer generations of foodies and BBQ lovers.

See the full case study here
Find out more about Heatbeads® here

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