Twin Eagles by DometicWhen we began working with Twin Eagles, they had already established themselves as a leader in making luxurious, precisely engineered grills and outdoor equipment for premium outdoor kitchens because of the exceptional quality of their products. However, they lacked name and brand recognition and were getting lost in the sea of sameness in their category. Our challange was to elevate the brand to compete amongst larger competitors and communicate the unique emotional benefits of the product to foster customer loyalty.
- HOME ACCESSORIES
- BRAND DEVELOPMENT
- PRINTED COLLATERAL
- SOCIAL MEDIA & PR
- SPACE DESIGN
- INFLUENCER MARKETING
Strategy: Brand Platform
Our strategy work for Twin Eagles began with a comprehensive retail and competitive audit. We also looked at overall industry trends ranging from design to technology. Once our research was analyzed and areas of opportunity were established, we developed three unique positioning options. Each positioning was supported by a consumer mindset, brand personality words, a brand story, tagline options, and brand clarity style boards.
Our logo exploration ranged from evolutionary to revolutionary solutions. Since the brand name was so dominant and important to their story, all solutions had a reference to one or two eagles ranging from literal to abstract. The final logo included redrawn eagles and a new proportion and more elegant rendering of their signature triangle mark. The mark was paired with a proprietary wordmark, with angular elements that reflected the design of the grills.
Our lifestyle shoot concept was about capturing the memories created entertaining outdoors and the tradition of grilling handed down from each generation. We chose a local mid-century Eichler home and installed a custom kitchen to create a sense of timeless style. We added a hint of exquisite style by carefully casting and styling models to emote the aspirational design of the products without losing authenticity.
We also created a series of vignettes, which were meant to lend a human presence without showing a model’s face. Food styling, wardrobe, and props added finishing touches to bring the environment to life.
We executed clean, simple, and beautiful product images to present the premium quality of the products. Care was taken to ensure that each portion of the stainless steel material was adequately lit and gradated to accentuate the exceptional construction. We also matched the camera angles and product perspectives for a consistent presentation. In addition to full product photos, we executed macro detail shots to highlight key product features and further demonstrate product quality.
Printed Collateral: Brand & Product Brochure
Our new catalog design featured a clean, slick cover with a clever die cut that mimicked the signature triangle design of their logo. Large, bold lifestyle photography and clever messaging brought the viewer in and told the brand’s story. Clean, simple product photography showcased each product with personality-driven features and benefits copy.
Advertising: Print Ads
We designed a series of print ads to highlight the Twin Eagles lifestyle while conveying product features and benefits. Headlines and body copy were written to convey the brand voice and highlight the innovation and precise engineering of the products.
Digital Media: Website
Twin Eagles needed a site that would appeal to both sophisticated end customers and architects that build outdoor kitchens. Product-centric lifestyle photography helped to create an emotional connection with the audience, while clean product shots and macro detail shots emphasized the high quality construction and performance of the equipment. Short and clever copy, a clean navigation, and organized information graphics portrayed all the messaging in a simple and engaging presentation.
Video: Influencer Marketing
We worked with Chef Brad Miller, host of Cooking Channel’s Food Truck Nation, and Twin Eagles’ Founder Dante Cantal to create video content surrounding how to cook the perfect steak for 4th of July. Organic and paid promotion of this content during the three-day weekend resulted in increased ad performance, views, and engagement despite the competition of the holiday weekend.
Video: Eagle One Teaser
To tease the launch of Twin Eagles’ ultra premium Eagle One grill, we created a series of sleek promotional videos to highlight the exquisite design details while packing in messaging about performance. A mysterious, all-black set with immaculate lighting alluded to premium automotive photography and the state-of-the-art qualities of this luxury grill. A full length video was utilized on the Twin Eagles website, YouTube, and for sales purposes – vertically formatted micro videos were created for social media advertising.
Winner, American Web Design Awards
Video: Wi-Fi Pellet Grill
When Twin Eagles announced the Eagle One, they also launched the industry’s first connected Pellet Grill – one of its kind in the category for ultra premium quality and technological advancement. We utilized the same set as the Eagle One video to tie the two launches together into a cohesive branded presentation, while differentiating each product with unique copywriting and stylized smoke to communicate the functional differences. The high-tech features such as managing the grill from a smartphone and sophisticated touch screen controls were prominently highlighted along with key performance benefits.
Video: Signature Line
For their signature line of luxury grills, we continued with the sleek, automotive-inspired look to highlight the impeccable artistry of the design while messaging and demonstrating the exceptional performance. Extreme detail shots emphasized the American-made craftsmanship and exquisite design – detailed infographics brought attention to key features and benefits in an easy to understand presentation. Their proprietary 5-Part Grilling System was clearly explained through a combination of video and animation.
Video: Corporate Portrait
Twin Eagles wanted their company video to feature their product and manufacturing offerings while conveying the family-oriented company culture. Our video told the founder’s story, featured their state-of-the-art facility, showed beautiful macro shots of the product, and conveyed the personality of the workers responsible for executing the quality construction of the product through close up shots. Tracking infographics gave the video a modern feel and mirrored the technical aspects of the product production and features.
Social Media: Integrated Social Campaign
Our social media campaign for Twin Eagles features content targeted at the sophisticated homeowner, as well as the architect or designer that specifies the product in their designs. Beautiful lifestyle content including recipes, cooking and product tips, and outdoor entertaining suggestions work seamlessly with posts geared towards dealers and specifiers such as kitchen design features and testimonials. We conceptualize and implement all branded content across Twin Eagles’ social platforms including Facebook, Instagram, and Houzz.
Winner, American Web Design Awards
“Twin Eagles engaged the Kitchen in early 2014. We needed a complete brand refresh to coincide with the launch of our redesigned products. They worked hard to understand our DNA and the category to establish a brand aesthetic and message that separates us from our competitors. This foundation has lead to other aspects of our marketing efforts. Most specifically, digital marketing. The Kitchen has successfully taken our brand from no social or digital presence, to a level of sophistication that is producing exceptional brand awareness and web traffic results.”