Branding · Packaging · eCommerce
Charcoal Crew, brand to bag to checkout.
A partnership that grew from a logo to packaging to a full WooCommerce store, giving a premium BBQ charcoal supplier a bold, consistent brand everywhere it shows up.
Overview
One brand, three projects
Charcoal Crew is an Australian supplier of premium barbecue charcoal for grilling enthusiasts, restaurants and BBQ retailers. Our collaboration began with a bold, fire-inspired logo that captured their rustic, no-nonsense personality.
Impressed with the branding, the team returned for packaging for their flagship BBQ Premium Lump Charcoal, then commissioned a full WooCommerce website to bring their online presence up to the same professional standard.
The challenge
Quality-first, in an overlooked category
Charcoal Crew wanted to establish itself as a trusted, quality-first brand in a product category often overlooked online, with every touchpoint, from the logo to the bag on the shelf to the checkout, telling the same story.
A recognisable identity that reflects the heat, energy and tradition of real BBQ.
Packaging that stands out in-store and conveys quality and purpose at a glance.
A responsive store that simplifies discovery, educates on charcoal types and makes buying frictionless.
Process
From logo to launch
Branding & logo
A rugged stencil-style typeface with a stylised flame and grill icon, in charcoal grey, ember orange and burnt wood brown: bold, unfiltered and true to slow-smoked BBQ culture.
Packaging design
High-contrast labelling for shelf presence, easy-to-read specs like wood type and burn time, and subtle fire motifs, for a modern industrial look built for retail and shipping.
Store structure
Each charcoal type, lump, briquettes and blends, shown with specs, ideal uses and imagery, plus comparison features and a fast mobile checkout.
Wireframes & UI
User journeys from first visit to purchase or wholesale enquiry, with bold imagery, quick links to shop and education just a tap away.
Visual design
Charcoal and woodgrain textures, a bold slab-serif for headlines, warm accents and close-ups of glowing embers, kept functional for casual and experienced grillers.
Development & optimisation
A responsive WooCommerce build with product schema for SEO, CDN and image optimisation, plus training so the team could manage products and track performance.
Results
A central sales hub from launch
The brand saw immediate traction after launch. The website became Charcoal Crew’s central sales hub, and customers praised the clear product information and polished presentation.
Direct-to-consumer orders and enquiries driven through the new store.
Positive retail feedback on the packaging, citing shelf appeal and clarity.
BBQ retailers and event vendors found the brand online and reached out for bulk supply.
Tools
- Figma
- Adobe Illustrator logo & packaging
- Photoshop product mock-ups
- WordPress
- WooCommerce
- JavaScript
- Yoast SEO