How do we democratize a proud category?


Brand Strategy
Visual ID System
Brand Architecture

The grilling category is a very old category - it started in large part as “something for him to do” after he came back from the war. Yes, WWII. For the most part it is very male, very base and pretty much defined by two polarities: gas or charcoal (each with its pros and cons). Ben West — and the team at Spark — were inspired to build something that could do both; they are making a modern grill with a proprietary charcoal system. It has all the convenience of gas (think Weber) and all the flavor of charcoal (think egg). Bullish is playing the role of investor and launch CMO/CCO to help bring to market the different type of grilling we believe could lead to Spark becoming the “Peloton of grills.” Really.


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