ANDREW BRADY
Work
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Remington
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Heat Hog
Client
My Contribution
We were tasked with creating a brand identity system for Remington's portable propane heater — given only the name "Heat Hog" as a starting point. Eventually, we settled on a lighthearted, adventurous brand that really leaned into the fun that users can have outdoors while staying warm.
Taking piggy to market
Early on, we found out that the "revolutionary" tilt technology the client promised us was just a recycling of a lapsed patent that the company had snatched up. The obvious play, then, was to lean heavily into the lifestyle component instead of the technological advancement angle that the company had initially pushed us toward.
My brand strategy (pork)chops
Because our agency was strapped with too much work and too few strategists, I got to develop a lot of the brand voice/positioning. This added role let me infuse a lot of the branded language into the essence of the strategic planning.
I found myself gravitating toward monosyllabic terms with "hard" consonant sounds (e.g. "the dock, "the tilt," "the curve," etc.) when describing the product. Knowing that we'd have to hand the branding off to the internal team, I spent time deconstructing those terms and formulating rules for making more in the future. Because nothing says fun quite like phoneme categorization, am I right?
We've never made a product quite this fun, and I think everyone on our team can feel it.
Ron T, Remington CEO
