The Problem

Grilling is traditionally seen as a summer-only activity, causing Kingsford to lose relevance as temperatures drop. When grills are put away, the brand’s most powerful asset—the iconic aroma of charcoal—disappears from culture. This creates a "sensory gap" during the fall and winter, exactly when people most crave the comfort and connection that grilling represents.

The Solution

We transformed the scent of charcoal into a sensory "trigger" to inspire year-round action. Partnering with NFL legend Jason Kelce, we created Slow Burn: the first charcoal-inspired premium fragrance. By bottling the smoky scent of a cookout, we created a wearable reminder of the grilling experience designed to spark a craving that moves fans from their couches back to their backyards.

The Smoke

My goal was to create the Branding & Packaging for Slow Burn - one of the most unique creations in fragrance and grilling history. The brand identity was inspired by backyard rituals, memories of family and friends, and intense flavors.