CASE 03 / 08
HerQs
[ THE BRIEF ]
In 2024 herQs mostly sold meat thermometers; the first fire pits had only just arrived. There was a logo and a website, but no brand. The brief: turn herQs into a brand that sells the evening instead of the appliance.
- ROLE
- BRAND, CAMPAIGNS,
PACKAGING, SOCIAL - PERIOD
- 2024 TO NOW
- TEAM
- SOLO, AS
STUDIO 1-0 - CLIENT
- HERQS BBQ
& FIREPITS
[ STARTING POINT ]
You don't buy a fire pit for the fire, but for the evening around it. The brand had to move away from the barbecue corner and towards the feeling of outdoor living: warm, dark, together. That starting point steers everything, from brandbook to banner set.
[ BRAND FOUNDATION ]
Everything rests on one concept: in the world of herQs, you are the legend. The product is never the hero; it lets you take command of the fire and the evening. Hence the almost monumental typeface, language that speaks like a legend and heroic imagery with a wink. Bombastic without exaggeration: anyone can be the fire master.
MASTER
THE FIRE.
Aa Bb Cc Dd Ee Ff Gg 0123456789
ALTERNATE GOTHIC NO1 D / HEADLINES AND CAMPAIGN WORDS
TONE OF VOICE
GRILL LIKE A LEGEND. CHILL LIKE A PRO.
HEROIC AND POWERFUL / SIMPLE AND DIRECT / BOMBASTIC WITHOUT EXAGGERATION
VISUAL LANGUAGE
[ THE DECISION ]
On social the same rule applies: you are the hero. MOMENTS 2025 is a wrapped of what you achieved as fire master, and the TikTok videos revolve around the fire master too. Mother's Day and Father's Day are allowed to run on humour: a note instead of a bouquet, fire as a jet engine. The product always plays the supporting role.
[ SOCIAL ]
[ PRINT AND RETAIL ]
[ UNDER THE HOOD ]
Every expression falls back on a system: a wordmark, Fiery Red and Alternate Gothic. The packaging is the proof: in-house 3D mockups, recognisably herQs from flat plan to shelf.
SINGLEMAX AND COSY PACKSHOTS. PLAY AS A LOOP.
[ RESULT ]
BRAND PARTNER SINCE 2024.
FOUR PRODUCT LINES, ONE BRAND.
FROM BRANDBOOK TO BRAND SHORT.
- VIEWS TOP 5 POSTS
- 2,607,200
- FIRST VIRAL
- 874,000 VIEWS
- FOLLOWERS SINCE MAR 2025
- 10,500 IG
4,400 TIKTOK - IN THE PRESS
- DE TELEGRAAF, QUOTE,
LANDLEVEN +10 TITLES
"A HANDSOME ADDITION TO THE FIRE PIT LANDSCAPE." (QUOTE, JULY 2026, TRANSLATED)
