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ProQ Barbecues & Smokers


Strategy, identity, brand language, photography art direction, copywriting, website, print, packaging, environments

ProQ Barbecues & Smokers
ProQ Barbecues & Smokers



ProQ is a family run business of BBQ experts who specialise in the art of food smoking.

In 2008 Ian McKend designed and developed the very first ProQ BBQ Smoker in his garage. Today the business has patented designs, over 70 products across domestic and professional ranges with an international reputation operating in a global market alongside Weber and the Big Green Egg.

Loved by professional chefs, meat loving BBQ cooks and outdoor enthusiasts, their reputation was based on quality and innovation – but growth was slow due to outdated branding. Felt were approached to develop audience groups, widen appeal, support growth into new international markets and increase financial turnover.

We identified 4 key audience groups – Pro’s and influencers (professional chefs, competition BBQ teams and keen amateurs), Technical enthusiasts, Keen foodies and Outdoor adventurer’s – these informed the brand proposition built on expertise and food discovery. The brand’s visual language is designed to sit comfortably in both the world of foodies and BBQs – the monochromatic colour palette feels premium while the hint of orange as a highlight and condensed font nod to the language of BBQ’s. Photography has a rugged by culinary creative feel.

The new visual language is delivered across all ProQ platforms from packaging, print, social channels, website, trade stands, retail environments. Increasing audience engagement and facilitating expansion into international markets, we continue to work closely with ProQ as they develop new products and growth increases.

ProQ Barbecues & Smokers



ProQ Barbecues & Smokers
ProQ Barbecues & Smokers
ProQ Barbecues & Smokers



ProQ Barbecues & Smokers
ProQ Barbecues & Smokers
ProQ Barbecues & Smokers