CROSSRAY design, manufacture and sell a unique Barbeque utilising patented heating technology that generates heat comparable to cooking over coals. They wanted to change their branding to attract a more prestige market. The project included creating a new brand essence and develop an ecommerce website and brochures to match the new positioning. The branding is to target enthusiastic BBQ cookers: Keen BBQ connoisseurs and outdoor chefs. We were asked to elevate the CROSSRAY out of the BBQ “it cooks meat” environment to create magnificent meals. The website is to promote the key point of difference of technology and entice people to purchase directly or visit a retailer.
The Look & Feel
Utilising modern colours and fonts the design is to promote lifestyle whilst still including a technology focus.
The website and brochure design maximises use of the current logo elements into a cohesive brand message. With lifestyle imagery the designs convey an enjoyable outdoor BBQ experience “but not so much that it looks like a holiday website”. The website leads customers to the checkout which includes a variable weight and location freight calculator thus reducing cart abandonment. The printed brochure creates the desire to purchase and provides information to facilitate post purchase discrimination and key points for referral marketing.
Red Fred Creative project management and service kept them informed and reduced stress. CROSSRAY love the site and were please with the training and support. As far as the design goes:
They have come up great.
Click here to view the CROSSRAY website.