Dating back to 1920, Kingsford’s charcoal has been gathering folks around the grill for great food and even better memories. But with competing grilling options offering faster cook times than grilling with charcoal, Kingsford needed to reinvigorate it’s brand and showcase charcoal as being the superior, flavorful choice. For Kingsford’s new platform, we reimagined their art direction and elements of their branding, including a custom typeface made out of their own product, charcoal. 6 months with charcoal-stained hands, but the end result was so worth it!
2025
DISCIPLINE
BRANDING
TYPEFACE DESIGN
ART DIRECTION
ROLE
LEAD DESIGNER
DESIGN OVERSIGHT / IAN O’SABEN
DESIGNED WITH / JACK FLEMING & JENNY KIM
MOTION DESIGN / 456 STUDIOS