A CENTURY OF
PLAYING WITH FIRE
Once upon a time, cooking with Kingsford
needed to appear as reliable as using a kitchen appliance, a notion
enshrined in the previous fake 3D brandmark. But when real
appliances started appearing on the patio in place of the charcoal
grill, Kingsford knew they needed a change. Serifs on the
letterforms, a rebalanced hierarchy, and a new color system all
helped Kingsford reclaim the masculine art of cooking with real
fire. With their brand reignited, Kingsford set out to reclaim their
rightful place among active American families as king of the
“backyards and public parks.”
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