Since 1996, a small group of visionaries have strived to apply the same high standards, premier materials, skilled craftsmanship, and never-ending innovation found in commercial restaurant equipment to the workd of outdoor cooking. Lynx quickly earned a review as "the world's greatest grill." Spoon was asked to assist in positioning the Southern California-based company firmly within the luxury home goods market, and spent an intensive six-month period reinventing their visual brand from the ground-up.