Since 1991, Crown Verity has been manufacturing premium mobile stainless steel grills for commercial customers like caterers and chefs at resorts and golf courses across North America. In 2014 they decided to create an aspirational brand that encouraged both commercial and backyard chefs to celebrate outdoor cuisine.

The Ask: Forge a Premium Brand for a Stainless Steel Grill Manufacturer

When Bill Verity broke away from a century-old family business to start Crown Verity in 1991, his vision was to build a vastly superior mobile stainless steel commercial grill. He succeeded, establishing a well-respected name in both professional and high-end retail markets. But in order to elevate Crown Verity into the top tier, the company needed to upgrade its workmanlike branding and communicate how its products bring all the performance of a commercial kitchen outdoors. They tasked us to deliver late in 2014.

The Strategy: Turn the spotlight on chefs

Outdoor cooking differs from traditional kitchen-based food preparation. There’s an element of performance to the process that puts the chef front and centre. We used that insight to frame our approach. Crown Verity grills are purpose-built, meticulously designed and precision crafted to enable the backyard griller or professional chef to perform brilliantly in any outdoor situation. The goal was to communicate that.

  • A Shining New Identity

    We began with a simple, strong logo to reflect the company’s strength and solidity. Aside from the manufacturer’s name plate on the hood, this icon also appears on each grill’s gas control knobs as well as hubcaps on the wheels.

  • Aspirational Positioning

    To communicate the company’s promise of perfect performance in any environment, we developed the positioning line "Brilliant Anywhere". This appeared in all collateral and advertising as well as featuring prominently in a trade show booth.

  • Consumer Engagement

    To reach potential professional and home markets, we produced a glossy magazine-style catalogue distributed through dealerships and trade shows. We engineered the company’s first-ever lifestyle photo shoot, interviewed famous North American chefs and extracted their best grilling recipes to create Elements, a 60-page magazine.

  • Stoking the Sales Force

    Using a combination of product photography and new lifestyle shots, we redesigned the company’s entire collateral library, including individual sales sheets for each product, commercial product catalogues and an overview brochure. A trade show display was also created.

  • Setting the Stage Online

    A new website pre-optimized for e-commerce was built, featuring chef testimonials, the ability to custom-build/order a dream grill and an extensive recipe bank. During our photoshoot, we also captured video clips to create a Facebook video campaign targeted at professional chefs.

  • 0 %

    increase in website sales

  • 0 K

    online video views, 100% target audience reached

  • 0 ¢

    per view

A Showcase Designed to Shine

Elements magazine was delivered in time for Crown Verity’s trade show season. Along with the new trade show booth, sales sheets and collateral, the company reported 2015 to be the most lucrative in many years. A new issue of the magazine has been published and an online content program has developed a passionate following. A new consumer line of grills has just been successfully launched.

Results are in the details

We produced a catalogue/magazine showcasing Crown Verity products in use by professional chefs throughout North America.

We shot and directed a multiple location photoshoot featuring professional chefs in Ontario.

We designed a new nameplate for all the grill products.

We designed a highly functional, easy to set up trade show display.