The Everywhere Instant Grill
Charcoal Companion (house brand) for Union Square Group - 2024
The Everywhere Instant Grill was developed in response to a smart but underwhelming competitor product, a disposable, eco-friendly grill. The concept (by CasusGrill) was compelling, but after testing, we felt the user experience fell short. The product felt flimsy, under-branded, and confusing to use.
We saw an opportunity to elevate both the product and the user experience, through smarter design, clearer messaging, and a brand story rooted in real consumer behavior.
I led the initiative end-to-end, from product development and brand strategy to packaging direction and sales support
Project Details
Challenge
Our goal was to improve both product function and brand storytelling. As a single-use, flammable product, the grill had to immediately earn consumer trust, clearly communicating safety, usability, and value at a glance.
We worked around robust existing IP to develop a new version with improved features, including our own design patent. One of the biggest constraints was a utility patent that prevented us from using any wood-based grill grate material. This initially raised concerns around cost, weight, and sustainability. Ultimately, we landed on thin metal rods, which we reframed as a consumer benefit: more durable, able to handle heavier food, and less prone to burning or failure (a flaw we found in competitor testing).
The original concept leaned heavily into eco-positioning, but early buyer feedback told us we were leading with the wrong story. We pivoted, focusing instead on-trend use cases like tailgating, camping, and urban social gatherings, while keeping sustainability as a supporting message.
Role
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Led product strategy, brand development, and creative direction
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Collaborated with design and sourcing teams to solve for performance, manufacturability, and cost
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Directed packaging and storytelling to improve clarity, safety perception, and in-store appeal
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Developed aligned sales materials and presentations to support buyer engagementLed line extension, working with the team to create supporting SKUs using the same packaging and brand system
Results
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Launched as the Everywhere Instant Grill under the Charcoal Companion brand
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Secured interest and placement from national retailers, including renewed attention from mass accounts
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Created a packaging and brand system that extended across multiple products
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Reframed product limitations into differentiators, resulting in stronger consumer confidence
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Reinforced the role of clear, educational storytelling in driving retail success