DESIGN DIRECTION - PROJECT MANAGEMENT - BRAND STRATEGY

Elevating the Beefeater Brand

After Electrolux acquired Beefeater in 2015, I led the brand’s design transformation—modernizing its identity while honoring its rich history.

A key focus was developing a cohesive brand strategy across built-in and freestanding BBQs, integrating modular components for efficiency. Beyond product design, I directed art and marketing, shaping a full accessories and consumables range to complement the lineup.

This work helped position Beefeater as a stronger, more competitive brand in the outdoor cooking space.

What was involved

- Brand strategy

- Concept generation and creative direction

- Complete full scale prototyping

- Project management for Design function

- Liaising with multiple R&D organisation

- Liaising with Marketing and content team on execution material

What was achieved

- First major product launch in 10 years for the brand

- Modernized the Beefeater brand identity, balancing heritage with a fresh, contemporary design language

- Expanded the product ecosystem, introducing a complementary range of accessories and consumables

- Strengthened Beefeater’s competitive positioning, making it a stronger player in the outdoor cooking market

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Electrolux Dark Stainless Steel Kitchen Range

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Westinghouse Kitchen Range