Rockwood Charcoal

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Making a Commodity Product Cool

St. Louis-based Rockwood Charcoal now makes a memorable statement on the shelf with fresh branding and packaging for their all-natural lump charcoal product.

Making a Commodity Product Cool

People think of charcoal as a commodity product, but because Rockwood is different, Atomicdust had an opportunity to do something fresh. We settled on modern, bold typography for the package and experimented with different illustration styles and imagery that reflected the product and the process – everything from axes and saw blades, to illustrations of the food that the charcoal would eventually be used to cook.

Entertaining and Educational

The Rockwood Charcoal website, which can be viewed across desktops, tablets, and phones, helps potential buyers understand the benefits of premium lump charcoal versus alternative options. The website also promotes the noticeable differences customers can see and experience at the grill, like superior temperature control, less smoke, and a more natural aroma.

Rockwood Charcoal Featured on The Dieline

The Dieline is a website that defines and promotes the world’s best packaging design. It has become the most visited package design website in the world, with readership in the millions across hundreds of countries. Our work for Rockwood Charcoal has also been honored at the W3 Awards, AIGA St. Louis Design Show, American Advertising Awards and Targeted Advertising and Marketing (TAM) Awards.