Barbecue | Smaac
CASE

Barbecue

Product Design

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” I’m probably a bit romantic about it, but I think we humans miss having contact with fire. We need it.” Jamie Oliver.

Grilling outside in the sun is one of life’s great pleasures and something Jamie is really passionate about. That’s why he wanted to re-vamp his barbecue line into something that would be easy to use and reflect the look and feel of the Jamie Oliver Brand.

Smaac was commissioned to re-design the barbecue collection from the bottom up.

DELIVERABLES
CONCEPT / PRODUCT DESIGN / VISUALISATION
DIMENSIONS
1600 * 550 * 1250 mm
MATERIALS
Cast Steal, Aluminium, Rhino-Wood

Jamie, tell us, besides food … what’s your love, what’s your passion?

The whole design process was kickstarted by a wide range of inspiring images which embody the outdoor cooking experience to Jamie. This collection was translated by our designers to a moodboard.

Building this visual direction made it clear for our designers whom to design for, what the look and feel should be and most importantly what emotion to convey.

It quickly became evident that Jamie is a great fan of Land Rover and straightforward, no-nonsense design that clearly shows functionality. For instance, robust turning knobs are a ‘Yes’, whereas a smooth sleek touch panel would be a ‘No’.

Good old fashioned pen and paper ideation sketches.

Hundreds of sketches were created to cover a wide range of styles and details. This created a rich collection of shapes and designs from which the product designers could pick and match elements that worked well together and fit within the concept of the moodboard.

Three directions were presented to the client in the form of digital sketches. In this stage we preferred the digital sketches over conceptual 3D models. On one hand sketches can show a lot of details but they still feel abstract enough to be changed in the next stage of the project. 

Back to (Barbecue) School

We are always open to new adventures and expand our horizon. This project is one of those that required us to spend quite some extra time researching and educating ourselves. We’re designers and engineers, not specifically ‘masters’ in barbecue’s!

At our own production facilities we are used to challenge the possibilities while learning a great deal. Fortunately, we had a great cooperation with both the barbecue sales rep and the barbecue factory who provided us with book-loads of technical details. Essential to create a well working, producible and safe barbecue.

 

For instance, most barbecues have a flat grill. It’s only a small detail, but designing the grill on a small angle makes it a lot more convenient to clean the barbecue.

At the end of the day, this was not going to be just a good-looking barbecue. It was essential that it would be producible, pass all safety regulations, and most importantly be able to create a juicy steak dinner.

Presenting the Jamie Oliver BBQ

A dashboard with robust knobs for controlling the 4 built in gas burner tubes. The cast steel burner box with 2 side tables. A viewing window to watch that precious steak cook. Heat reflectors and easy cleaning base. Inbuilt thermometer, a huge wooden handle along the front face. This list can go on.

Would it be enough to convince Jamie? Hell yeah!

Full range of barbecues!

Upon success the barbecue design would need to be adapted into several different sizes. Scaling a product can be quite a challenge, because often all proportions go down the drain. That is why the design was built up in several separate elements (Burner Box, Control panel, Stand, Side tables). This provided the designers more freedom in scaling certain parts of the design to meet the wish of having a 3, 4 and 6 burner barbecue.

Presenting… the whole Jamie Oliver gas burner Barbecue range.

… the request for a barbecue tool line followed shortly. What an honour! Check it out on the projects page.

How did we do?

Jamie Oliver Barbeques are manufactured, distributed & sold under licence by Merison BV for Jamie Oliver Licensing Ltd. Stephan from Merison BV was our partner in crime and trusted us with the complete process.

Getting excited? Drop us a line.

Alex de Winter CREATIVE DIRECTOR +31 (0) 73 610 07 89
PROJECT

Kitchen Range

Concepting

CONCEPT / PACKAGING / PRODUCT DESIGN
PROJECT

Corporate Identity

Brand Identity

BRAND COMMUNICATION / CONCEPT / PRODUCT DESIGN
CASE

Macallan

ICE BALL MAKER

SCROLL

De Macallan Ice Ball Maker dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem.

CLIENT
Macallen
DELIVERABLES
CONCEPT / PRODUCT DESIGN / PACKAGING / PRODUCTION
DELIVERABLES
www.macallenwhiskey.com
DIMENSIONS IBM
60 x 40 x 40
MATERIALS IBM
PVC / BRUSHED ALUMINUM
PRODUCTION BY OUR HAND PICKED PREFERRED
SUPPLIERS IN CHINA

Smaac exeeded all expections with a high-end creative product. An absolute “game-changing” product in our business, and now our Macallan hero pruduct!

Thompson Dubé BRAND MANAGER MACALLEN

De Macallan Ice Ball Maker dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem.

Are you in need of a hero product like this? Give our specialist a call!

Martijn Dijkhuizen SOURCING & PRODUCTION MANAGER +31 (0) 73 610 07 89