Making premium grilling accessible to everyone, everywhere
Challenge
In a category dominated by heritage-heavy brands and feature-stuffed upsells, Monument Grills needed to prove that premium performance could be both approachable and affordable.
Strategic Assessment
HERO PAIN POINT
The Intimidation Factor
Outdoor cooking had long been framed as the domain of experts. Expensive gear. Technical know-how. A big time commitment to get great results. This perception left a big gap for the brand to fill with an offering that invited everyone to the grill with products made for everyday life.
COMPETITIVE WEAKNESS
Gatekeeping & Feature-itus
The grilling market was crowded with brands that pushed premium with inflated prices, niche appeal, or an overload of unnecessary features. Legacy brands rested on heritage while layering in tech add-ons that looked impressive but offered little day-to-day value. The category often excluded outdoor cooking newcomers and overcomplicated the proposition for casual grillers.
DE-POSITIONING STRATEGY
Own Everybody, Everywhere
Positioning Monument as the “Everybody, Everywhere Grill” de-positioned the competition by staking claim to the ground others had left open. Where the rest of the market focused on insider appreciation or offered a litany of complicated features, Monument’s story made the premium performance appeal to all lifestyles, all spaces, and all skill levels.
VISUAL POSITIONING STRATEGY
Bring the Mountain Home
We refined the Monument logo for clarity and scalability, simplified the mountain icon, and introduced a bold supergraphic backdrop to create a stronger sense of scale. The color palette draws from fire, earth, and sky, while typography blends strength and precision with approachable warmth. The result is a clean, confident identity that feels premium, fresh and welcoming across every touchpoint.
OUTCOME + IMPACT
The Monument platform reframed the brand as a high-quality brand without the pretense, shifting buyer perception from “good for the money” to simply “the best choice.” This brand work now underpins marketing, retail positioning, and product storytelling, enabling Monument to go head-to-head with category leaders while owning a territory the others can’t credibly claim: a grill that’s premium, approachable, and built for amateurs and enthusiasts alike.
