Echt Goed – Packaging & Identity
Sparking a fire
under a whole category
From commodity to consumer brand
Echt – Packaging & Identity
The Challenge
In a price-driven BBQ fuel market, ECHT needed to break free from the commodity trap and become a recognisable, value-driven consumer brand. The goal: shift perception from price to emotional and functional value – from commodity to consumer brand.
Strategy & Design Approach
We developed a brand strategy rooted in primal human instincts — connecting BBQ culture to nature, fire, and the raw satisfaction of providing for others. This narrative positioned ECHT as more than just fuel — it became a symbol of authenticity, tradition, and craft.
Visual Identity
The packaging design reflects rugged simplicity with bold, elemental visuals that evoke a back-to-basics experience. The branding feels raw yet accessible and qualitative, appealing to BBQ enthusiasts looking for quality and connection to nature
Results
ECHT evolved from a commodity into the first meaningful brand in the BBQ fuel market, with strong shelf presence and emotional relevance. The distinct brand design and storytelling elevated its category, turning BBQ fuel into a lifestyle choice — not just a purchase.
