FCC was founded with a vision to develop professional kitchenware and cooking products that more people can enjoy — starting with high-quality grills at affordable prices. The brief was to develop a new brand identity, taking them from «FCC BBQ» to simply FCC: broadening the focus from grills to encompass their full product range: pizza ovens, fire pits and outdoor furniture with food as the central point of gravity.
We developed brand strategy, ToV, a packaging concept scalable across the full product range, the website, and guidelines to ensure consistency across all touchpoints.
The design concept, "The Fundament," is grounded in the idea of food being at the forefront of everything FCC offers. The identity is built around elemental shapes that balance solidity and playfulness, reflecting a brand that is simple and clear, yet fun and authentic. The logo and the graphic shapes in the design system operates on the contrast between positive and negative space: the logotype represents FCC and what they offer, while the negative space around it symbolizes the world the customer creates. Together, they express the core idea: FCC provides the base — the customer brings the ingredients.
