After a successful initial launch on the Kickstarter platform, and growing a passionate fan base, sales of the premium grill had begun to plateau. YAK Grills founder David Sypnewski needed a fresh strategy to focus, clarify, and expand the brand across all touch points without losing hard-earned brand recognition.
Steady Studio collaborated with David to enrich and expand the brand messaging. Shifting focus away from tech specs and materials, and re-centering on the emotion of connecting with friends and family over a delicious meal. New graphic assets were developed that reinforce the updated story and compliment the existing brand. The elevated visuals and re-focussed messaging led to increased engagement, surpassed quarterly sales goals, and expanded social media following.