Breaking into the premium grill market.


Saber Grills





Point of Sale

Char-Broil wanted to create a new brand so that it could break into the premium grill market utilizing its patented infra-red technology. Packaging was kept simple, because the third party channel would not have packaging on the floor, but a litho label elevated the two color corugated carton so that when the customer received his grill from the back room, the premium feel continued.

From the saber slicing through the logotype to the swashbuckling descender in the final “R,” the Saber identity communicates quality and precision in a way calculated to appeal to the brand’s predominantly male target audience.

Work done with the creative team at Clear Blue