Spark set out to redesign the entire grilling experience with a smart grill that combined the ease of gas, the flavor of charcoal, and the control of an oven.

This wasn’t about selling traditional grilling. This was about opening up the category to new ideas and experimentation. This was a precision tool for people who love to cook. So we encouraged these new grillers to play.

We created and oversaw the implementation of Precision Charcoal Grilling©, developing an expansive identity rooted in precision and play.