Que Asador isn't just a grill brand, it’s a movement for those who believe in the bold magic of fire. Specializing in high-performance smokers and BBQ accessories, Que Asador brings the primal joy of outdoor cooking to everyone: from weekend warriors in their backyards to commercial pitmasters cooking for crowds under the open sky. The brand needed a site that doesn’t just sell smokers, but sells smoke culture.

The mission was to design and develop a Shopify-based eCommerce site that brings the boldness of outdoor fire cooking into the digital world. Key goals:

Drive product sales for smokers and accessories

Position the brand as a leader in outdoor BBQ culture

Create an immersive experience that connects with both hobbyists and pros, from campers to caterers

As the lead designer, developer, and sales copywriter, I turned live-fire energy into a smooth digital experience.

Telling a Bigger Story: The brand wasn’t just for families, it was for outdoor adventurers, pros, and fire-pit purists. The site needed to speak to all.

Cluttered Navigation: Products, accessories, learning resources, and bookings felt disconnected.

Underselling Emotion: Product pages lacked flavor, just specs, no storytelling or impact visuals.

🔧 Tools Used

Shopify for product setup, fast checkout & inventory

Figma for responsive UX design

Canva for custom graphics & promotional visuals

🔥 Built for the Fire-Driven Lifestyle

Designed a bold, rugged visual identity using charcoals and ember tones

Showcased grills in real outdoor settings, tailgates, cabins, campsites

✍️ Story-Driven Product Pages

Rewrote copy to reflect real-world use cases like events & outdoor cooking

Positioned smokers as tools for lifestyle, not just equipment

🧭 Action-Oriented Structure

Simplified navigation: Smokers, Accessories, and Grill School

Enabled quick-add for accessories to boost cart value

📱 Mobile-First Design

Optimized for mobile use in outdoor settings

Added sticky CTAs like “Take It Outside” and “Fuel the Fire”

✅ +57% increase in product page engagement ✅ Conversion rate improved 2.1x within 6 weeks ✅ Mobile conversions up by 83% ✅ 28% growth in repeat purchases ✅ Surge in traffic from outdoor forums, tailgate blogs, and RV communities

Que Asador’s new site isn’t just about selling equipment, it’s a rally cry for fire-loving souls. Whether you’re grilling for your family, your community, or a crew of 50 hungry campers, this site proves that bold food begins with bold design.