Challenge

When inventor and business owner Ben Kreplins approached me to develop the branding for Bar-B-Tube, he needed an identity that would appeal directly to his target market while capturing the personality of the product.

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The challenge was to create a brand that felt bold, confident and instantly recognisable, appealing to men aged 25–45 while also positioning the product as an attractive gifting option.

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Brand Strategy

Bar-B-Tube was built around a simple idea: a practical, innovative product designed for people who enjoy outdoor cooking and entertaining.

The brand strategy focused on creating a strong, memorable identity that reflected the product’s personality: straightforward, reliable and designed to stand out. The visual direction needed to feel masculine without becoming overly complicated, ensuring the brand could connect with its core audience while remaining commercially appealing.

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Creative Direction

I developed a bold visual identity built around a strong red and black colour palette, reflecting the energy and confidence of the product while aligning with the expectations of its target audience.

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The branding suite was designed to create consistency across every customer touchpoint, from the initial product discovery through to purchase and use.

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Deliverables included:

• Logo and brand identity

• Product labels

• Stationery and marketing materials

• Information and instruction sheets

• Stickers

• Signage

 

Each element was designed to create a cohesive brand experience and ensure Bar-B-Tube presented as a polished, professional product ready to enter the market.

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Outcome

The completed brand identity gave Bar-B-Tube the foundations needed to present the product professionally across packaging, marketing and customer-facing materials.

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By combining a clear audience focus with a bold and recognisable visual style, the brand was positioned to connect with its target customers and communicate the innovation behind the product.

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Reflection

Not every brand needs to be complex. Sometimes the strongest identities come from understanding the audience, finding the right personality and creating something that communicates instantly. Bar-B-Tube was a great example of building a brand that was clear, confident and designed with its customers in mind.