Grill big, pack small.
Elevate sought to disrupt the portable-grill category by combining professional performance with true portability. The challenge: design the world’s largest travel grill featuring two cook zones while maintaining easy setup, safe transport, and standout aesthetic appeal.
Research & Emotional Strategy
Key Outputs
- Persona journeys for casual hosts and outdoor chefs
- Psycho-Aesthetics® 2.0 Map
- Emotional mapping emphasizing ease, trust, and sociability
- Requirements aligned with dual zone cooking and portability
We dove into tailgate, camping, and outdoor cooking scenarios, observing users juggling fuel, space, and cleanup. Psycho‑Aesthetics® framed the desired brand emotion as “empowered enjoyment”, encouraging both cooking prowess and social connection.
How We Used Psycho-Aesthetics™ to Identify Unique Opportunities in the Project.
Using our proprietary Psycho-Aesthetics® 2.0 framework, we conducted in-depth interviews and ethnographic observation in diverse lab settings. We identified key emotional and usability pain points, such as intimidation with complex interfaces, workspace clutter, and trust in precision. These insights guided both the form and interface strategy, ensuring approachability and confidence in operation.
Industrial Design & Aesthetics
Key Outputs
- Form Factor Concepts
- CMF Strategy
- Refined Industrial Design Language
The grill’s sculptural form is defined by handsome geometric lines, clean metal finishes, and a familiar cast iron surface. Clever engineering allows the robust enclosure to transform into carrying handles, making it easy to fold and go.
Engineering & Prototyping
Key Outputs
- Prototypes for mechanical folding, ignition, and fuel integration
- Technical documentation for burners, plumbing, and material selection
- Field evaluation reports on heat distribution and ease of use
RKS engineers delivered a portable powerhouse, featuring dual 12‑inch cooking zones, automatic ignition, internal propane storage, and clever foldable drip trays. All components were designed for ease of cleaning, stability, and reliability.
Branding & Packaging
Key Outputs
- Logo and tagline alignment
- Packaging design incorporating portability messaging
- Brand toolkit for photography and retail presentation
RKS established an identity and packaging system that reflected the grill’s premium performance. Visual elements, instructional graphics, and durable packaging all underscored the brand’s tagline, “Grill big, pack small”reinforcing both functionality and aspirational lifestyle.
Key Outcomes and Results
Key Accomplishments
- Status: Launched via crowdfunding and retail; praised by BBQ experts and outdoor enthusiasts.
- Market Reception: Called “sexy and portable” by pitmasters, who praised its sear performance and ability to feed a crowd
- Dual cooking zones, weight under 35 lbs, and compact packaging established it as a best-in-class portable grill
The Elevate Grill illustrates RKS’s ability to rethink product categories by merging big‑performance engineering with smart portability and emotional resonance. We redefined what a travel grill can be, delivering a compact powerhouse that inspires gatherings and culinary creativity, wherever the adventure takes you.
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