The first thing we had to do for our new client, Midwest Mesquite, was to change their brand strategy, then re-think their shelf presence.

The original packaging (L) tended to disappear on the shelf, where the brown and green on kraft was overwhelmed by the red-white-and-blue leading brand. Nor was the "flavor" strategy being pushed on the package a strong one, especially when we looked at one distinct product superiority we could exploit. You see, what makes artificial briquettes uniform is the addition of ingredients to charcoal dust that, once explained, strike most people as bizarre. Un-appetizing ingredients like limestone, starch, anthracite coal, and sodium nitrates. Our new packaging tells that story.