For the REWE chain and the Hofstädter brand we created the seasonal sub-brand Die Grillerei from the ground up, covering a broad portfolio of barbecue products – meat-free variants included. The scope covered line strategy, visual identity, portfolio architecture and packaging design.

The aim was to combine private-label quality with the emotion and easy-going atmosphere of a barbecue with friends. Distinctive lettering, appetising photography and a consistent category system build recognition for the line while keeping the products clearly differentiated.

The result is a flexible, engaging seasonal platform that brings order to a broad range, makes it stand out at the point of sale and allows the portfolio to grow consistently season after season.