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
![BeefEater_BDM1540GA_1500S_4B_Deck_[closed_food].png](https://images.squarespace-cdn.com/content/v1/67ca322da5b152735c8d7212/3f0fb10d-3404-4758-9ba4-ce1d75bf4d5b/BeefEater_BDM1540GA_1500S_4B_Deck_%5Bclosed_food%5D.png)
![BeefEater_BSM2050SA_2000S_Cubby_[open].png](https://images.squarespace-cdn.com/content/v1/67ca322da5b152735c8d7212/a797a9a0-37b3-4dfa-a1ae-367b8bd01fc0/BeefEater_BSM2050SA_2000S_Cubby_%5Bopen%5D.png)
