Complete Outdoor Living is a brand created by Rutherford Equipment, a company recognized for providing propane equipment and consumer products, including grills, fire pits, and other hearth items. The brand focuses on promoting a diverse selection of outdoor grills, offering both semi-custom and fully custom options with a variety of compartment features to meet different needs and preferences.
Rutherford Equipment aimed to create a clean, vibrant, and refreshing atmosphere that reflects the experience of outdoor grilling. The design emphasizes clear skies, vivid natural colors, and modern typography to capture that feeling. With a target audience of both genders, primarily in the young to mid-age range, the focus was on how color and design elements enhance the brand’s appeal. Bright green, yellow, and blue were chosen to evoke freshness and energy, reinforcing the outdoor grilling experience.
The goal was to explore how a single element could influence the entire logo design. Inspired by the motion of turning a grill knob, we based the logo on a circular shape. Several variations were explored, but the client preferred the clean look of three thin lines wrapping around the text. This simple, modern approach resonated with their target audience and was easy to understand at a glance. We also ensured the logo was versatile and suitable for promoting their full range of outdoor grilling products and supplies.
Effectively showcasing products helps customers envision a more refined and luxurious backyard.
We focused on organizing products with clear labels, descriptions, and measurements. The layout incorporates the brand’s color scheme and design elements. Products are divided into four categories, each with key features outlined. Additional sections highlight overall finishes, materials, and durability.
