39. TURNER DUCKWORTH
Despite the abbreviated summer season, the British barbecue market heats up just like more southern-exposed cultures. Turner Duckworth crafted this packaging system for U.K. DIY chain Homebase to promote its line of grills and accessories. Since Homebase customers might not be thinking about hot dogs while they’re buying hardware, the challenge was to make the identity appetizing. “The main aim of the design is to fill the DIY store with some food values and make you think of barbecue food in a warehouse environment,” says Duckworth.

To appeal to the range of chefs each product was designed for, Duckworth assigned food imagery that becomes more complex depending on the level of expertise. Squirts of ketchup and mustard decorate disposable party grills; the deluxe gas model features a burger with the works. The line was a success, despite the absence of one crucial barbecue ingredient, says Duckworth. “We didn’t have great weather this summer, but they did really well, selling beyond expectations.”
Alissa Walker