discovery + research / brand strategy / audience persona development / logo design / messaging development / visual systems design / brand style guide / website design + development / marketing collateral design / packaging design / product launch messaging / landing page copy + design 

Break into the competitive firelog market with a completely new, unknown product, and brand that product before production could even begin.

Know the category cold. We researched every competitor, found concrete differentiators, and built the brand around the story and the why behind it. Instead of the traditional “warm and cozy by the fire” positioning everyone else was using, we spoke directly to eco-conscious consumers who care about locally made, Maine-based products, then infused it all with down-to-earth Mainer language, humor, and grit. The brand, website, and marketing collateral we developed put MaineFlame’s investment in the local economy and the health of the North Maine Woods front and center. Made by Mainers, in Maine, from recycled Maine waste wood, with none of the chemicals and additives common to the category: the product keeps its brand promise and gives consumers a firelog that burns easier, cleaner, and more efficiently.

A brand built before there was a product to put in the box, and one that has kept pace as the company has grown. When MaineFlame was ready to introduce Heritage Hardwood Pellets, they came back to us for the messaging and landing page to launch it. Same voice, same grit, new fuel. That’s the thing about a brand with a solid foundation: it stretches to fit what comes next.