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.”