24 PENTAGRAM
For the launch of the new Fuego grill, Pentagram designed a suite of promotional items including a brochure, business cards and a distinctively designed gift bottle of wine. “The goal of this project was to introduce a new brand with a new product to the public and key segments of the distribution and media landscape,” says Pentagram designer Erik Schmitt. “The client wanted unexpected solutions that would generate buzz.”

With a firm belief in solutions with integrity, Schmitt presented only useful items. The set of coasters, for example, served also as an invitation to visit the Fuego booth at the 2006 Chicago Kitchen and Bath Show. “We didn’t want to generate lots of junk and trinkets that would end up in landfills,” Schmitt says. Unique materials such as the etched wine bottle did present certain challenges, meaning that a bit more time and care was required to resolve fabrication and shipping issues. But the end result was a complete success: “We had much more access to decision makers within the company and our relationship with them was very collaborative,” says Schmitt. “We exceeded all expectations and received lots of positive feedback from the target audience.” by Romy Ashby

Pentagram
ART DIRECTOR: Kit Hinrichs
DESIGNER: Erik Schmitt
PHOTOGRAPHER: Padgett and Company
COPYWRITER: Nancy Murr
CLIENT: Fuego North America
CONTACT: www.pentragram.com