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.