KINGSFORD
SR. Designer: Paul Badalamenti
Objective:
The seasonal charcoal aisle is traditionally flooded with standard stars-and-stripes motifs. The challenge was to completely disrupt this predictable retail landscape for Kingsford's summer campaign. Push past the brand’s traditional design boundaries to create a "Americana Bag" that felt bold, incredibly fun, and highly collectible. The packaging couldn't just sit passively on shelves—it had to create a "have to have" moment that made consumers want to buy two bags: one to burn and one to proudly display by the grill.