Atomicdust Cooks Up a New Website and Packaging for Rockwood Charcoal

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Marketing and design agency Atomicdust helps Rockwood Charcoal stand out on the shelf.

The new Rockwood Charcoal bag was designed by St. Louis marketing and design agency Atomicdust.

Taking inspiration from screen-printed posters, Atomicdust designed big, bold illustrations for Rockwood’s new bag to reflect its power and purity.

Rather than coating the entire bag in ink, Atomicdust let the kraft paper bag color show through as a nod to Rockwood’s all-natural origins.

St. Louis marketing and design agency Atomicdust has added some fresh flavor to local lump charcoal brand Rockwood Charcoal with bold new packaging and a website to match.

“People typically think of charcoal as a commodity product,” said Mike Spakowski, creative director for Atomicdust. “But because Rockwood is different, we had an opportunity to do something fresh that would stand out on the shelf.”

Rockwood is all-natural lump charcoal made entirely from Missouri hardwood, unlike the charcoal briquettes or match-light charcoal typically seen in stores. Taking inspiration from screen-printed posters, Atomicdust designed big, bold illustrations for Rockwood’s new bag to reflect its power and purity. Rather than coating the entire bag in ink, the team let the kraft paper bag color show through as a nod to Rockwood’s all-natural origins. The bag is recyclable, and printed using soy-based inks that won’t produce harmful fumes if burned.

An unofficial tagline—“Smoke the Competition”—positions Rockwood as the brand of choice for barbecue champions or anyone who wants to cook like one.

Rockwood’s new website, designed for viewing across desktops, tablets, and phones, helps potential buyers understand the benefits of premium lump charcoal versus alternative options, and uses in-house photography to show the product’s natural hardwood origins. The website also promotes the noticeable differences customers can see and experience at the grill, like superior temperature control, less smoke, and a more natural aroma. An interactive map also helps visitors find their nearest Rockwood retailer.

Visit the brand's website or Facebook or Twitter pages for more information.

About Atomicdust
Atomicdust is an agency that works with businesses to focus and maintain their brands through design, marketing and the web.

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Mike Spakowski
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