Festavolo: more than a grill

For the first time in the country, what is to be produced is not an ordinary gas or charcoal grill but a table with a built-in grill. The model impresses with both its looks and its functionality. Several gas burners in the centre of the table allow all the guests to cook different dishes, while the concealed flame ensures safety and comfort. The grill table lets the whole family cook tasty and healthy food together, putting their smartphones aside for the sake of enjoyable time spent together.

That is why the brand was named Festavolo, from the Italian festa (party) and tavolo (table). The table is complemented by a collection of chairs and accessories, forming the basis of the interior of a country house terrace or a restaurant. The craftsmanship, durable quality materials and unique concept place Festavolo in the upper price segment.

Understanding that buying a grill table implies owning a country property, we studied the dynamics of house sales and found that in times of crisis the desire to buy a house outside the city only grows stronger, as people feel an ever greater need for harmony and peace, for time with loved ones and for closeness to nature. The growing trend towards country property gave us and our client confidence in the growth of the potential market niche.

Among competitors, we identified a predominance of imported brands that emphasise the functional features of their grills, and an unoccupied territory: promoting an ideology, the values that can be realised thanks to the product. We became convinced of the need to create the image of a premium, restrained European brand, while basing the positioning on values: empathy, warmth, belonging.

We identified the core audience that makes the decision to buy a grill: men, heads of families. Since choosing a quality grill implies a high income, these are typically top managers or entrepreneurs. Interviews with prospective buyers revealed the motivation for buying a grill: aesthetic pleasure, relaxation, unwinding while cooking in the open air. We learned that there is a desire to share this moment with family and friends, but there is also a barrier: on an ordinary charcoal grill, one person cooks while everyone else keeps away from the smoke and soot.

Unlike ordinary grills, the Festavolo grill table is a source of the energy of togetherness for family, friends and colleagues. The table is designed so that, on the one hand, the process of cooking together is engaging enough and, on the other, not too tiring and achievable "in the background", which makes it possible to strike the optimal balance between a relaxed activity and people's focus on one another.

We decided to promote not just a product, the table, but the concept of a "catalyst for socialising": a new format of dining and leisure that takes relationships within a group to a new level.

In developing the logo, it was important to preserve the premium restraint and the image of a European brand. To this end, we turned to the Gothic ornament known as tracery (German: Maßwerk), which is based on an intricate interweaving of straight and curved lines. Using a harmonious mark made of lines that join into petals of flame, we convey how each participant in the meal becomes aware of their connection with the group, drawing energy and a sense of strength from belonging to a community.

A contemporary style is layered onto the visual base through the neat, modern rendering of the A in the wordmark block. The elegant and symmetrical solution develops into a signature pattern. The chosen strict typeface emphasises the brand's premium quality and origin. Soft golden tones create a feeling of cosiness and warmth, in keeping with both the purpose of the grill and the role of the brand. And near-natural shades of green convey a soothing unity with nature.

The corporate identity was applied in the production of numerous accessories that complement the grill tables. The concision of the logo made it possible to place it aesthetically on metal and wooden surfaces, as well as embossed on fabrics and leather.

Based on the strategy, we developed communication materials. A photo shoot was held for the creation of banners, the development of the website and printed materials, capturing the aesthetics and the quality of workmanship of every item in the Festavolo collection, as well as the brand concept. A brand video was also created, showing a family evening on a terrace where the Festavolo grill table becomes a catalyst for bringing loved ones together and getting them talking.