ProQ is a family run business of BBQ experts, who specialise in food smoking and the art of using smoke in cookery and food preservation. It all started back in 2008, when Ian McKend designed and developed the very first ProQ® BBQ Smoker. Today the business is an internationally recognised brand, with patented designs and over 70 products across domestic and professional ranges.
ProQ has a reputation for quality and innovation, with both professional chefs and meat loving BBQ enthusiasts. Felt were approached by ProQ to develop audience groups, widen appeal, support growth into new international markets and increase financial turnover.
By identifying three key audience groups – budding amateur pitmasters, keen foodies and professional chefs, we developed a brand proposition built on expertise and food discovery that engaged each group.
Illustrating the product range and the culinary creativity they bring through photography became key to the new look & feel. The colour palette, typography and logo reflect the visual language of food smoking and BBQs. The colour palette feels premium, with a condensed font and a hint of orange as a highlight. Exhibition trade stands use materials that nod to each audience group with textured timbers and concrete, shogi-ban signage panels and wide format imagery.
The new visual language is delivered across all owned ProQ platforms from packaging, print and social channels, to the website and trade stands – increasing audience engagement and facilitating expansion into the desired international markets.