To promote the Looftlighter, a revolutionary electrical barbecue lighter that uses no fluids, we took a dual approach to its identity. We joined the family of the inventor at a barbecue at his home to take photographs of the product in action. These images were used in a brochure to be given away at outlets selling the device.

We also created packaging that uses bold typography, stark images and distinctive colors. The warm red is a signature color that can be used across a wider range of Looftlighter items. This two-track approach – emotional photography combined with a bold graphic expression – shapes the personality of the product.