[Special Publication, Brand Story Book]
Fuenfwerken Design AG, Berlin/Wiesbaden, Germany
dreizeichen Verlag, Berlin, Germany
This book documents the development of the Weber brand over a period of eight years. The path towards their success is presented in the context of a collaborative creative process between the client and the agency Fuenfwerken. The title “Gold” is a hat tip to Weber’s brand communication being awarded with the German Brand Award in Gold in the Consumer Goods category in 2016. Featuring large-scale photographs, the layout aims at allowing readers to experience how the repositioning of the products in the barbecue market has been achieved. The intention of the design is to convey the message that the company underwent a courageous paradigm shift from being a manufacturer of enamelled barbecues to becoming an authentic provider of products that stand for good food, quality and collective outdoor enjoyment. The book has emerged as a high-quality produced publication showing this journey “from tool to lifestyle, from sleeping giant to market leader” in the field of top-of-the-range barbecues. Another attention-grabbing detail is the book’s open spine, printed with bright special colours.
Statement by the jury
The design of the “Gold” book succeeds in striking an appealing balance between the elements of photography and content, complemented by a page division that is conclusively implemented as well. Also fascinating are its professional approach to typography, a well-harmonised choice of binding, as well as the definition of the colour scheme. Overall, this publication embodies an inspiring retrospective and an attractive showcase.