Vision Grills: Reinventing the Kamado Grill for a New Generation!
The Challenge
Kamado grilling has long been associated with tradition, expertise, and complexity. Premium brands like Big Green Egg and Kamado Joe had dominated the market, but their products often intimidated casual grillers who were more familiar with gas grilling. Vision Grills saw an opportunity: they didn’t just want to introduce another Kamado Grill they wanted to recreate it.
Rather than appealing only to the small purist grilling segment, Vision Grills aimed to redefine Kamado grilling, making it more accessible, easy to use, and designed for modern lifestyles. They turned to us to refresh their brand language, making their vision a reality by communicating with shoppers in big-box stores like Costco, Home Depot, and online as a premium, easy-to-use, beautifully designed Kamado Grill and accessory product line. This transformation was reflected in their ads, brand language, and packaging, making the re-engineered and redesigned Kamado Grill immediately recognizable as premium and showcasing its new attributes at a glance in major retail environments across the nation.
Our Approach
We worked closely with Metaphase, who led the product and industrial design, while we developed the brand language and customer experience across every touchpoint:
Brand Identity & Voice: We crafted a fresh, compelling brand language that emphasized deep natural wood textures, beautifully styled food photography, and warm, natural lighting. This approach created an inviting, authentic aesthetic that resonated with both seasoned grillers and newcomers, reinforcing Vision Grills’ accessibility and premium quality.
Simplified Grilling Language & Instructions: We rewrote the grilling instructions and brand messaging to appeal to casual grillers and potential everyday users who had previously overlooked Kamado grills. Many perceived Kamado grilling as too time-consuming and complex—especially for weeknights after work or family activities. Our simplied language and step-by-step guidance made it clear that Vision Grills offered all the benefits of Kamado cooking without the hassle.Packagbig Design: We redesigned product packaging to stand out in retail environments while communicating ease of use, key features, and the Kamado grilling advantage.
Retail & In-Store Experience: We created in-store signage, brochures, and point-of-sale displays that educated and inspired shoppers, making Kamado grilling feel easy and exciting rather than intimidating.
Website & Digital Presence: We led a full website redesign to reinforce the new brand identity, providing a seamless digital experience that showcased Vision Grills unique value proposition to both consumers and retailers.
Marketing & Promotions: Our team developed campaigns that spoke directly to a broader audience, those who had previously seen Kamado grilling as too complicated but wanted a premium grilling experience without the learning curve.
The Results
By delivering a fully integrated brand strategy, Buffalo Jump Design helped Vision Grills stand apart in a crowded market. We transformed their brand into an approachable yet premium choice that appealed to a larger customer base. With a stronger retail presence, a user-friendly product, and a clear, compelling brand message, Vision Grills became a leader in the next generation of Kamado grilling.
Refreshing the brand with compelling brand language that emphasized deep natural wood textures, beautifully styled food photography, and warm, natural lighting. This approach created an inviting, authentic aesthetic that resonated with both seasoned grillers and newcomers, reinforcing Vision Grills’ accessibility and premium quality.
Simplified the grilling instructions and brand messaging to appeal to casual grillers and potential everyday users who had previously overlooked Kamado grills.
Retail & In-Store Experience: We created in-store signage, brochures, and point-of-sale displays that educated and inspired shoppers, making Kamado grilling feel easy and exciting rather than intimidating.
This was more than just a new grill - it was the reinvention of the Kamado Grill.
