Challenge

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

Solution

Research the heck out of the competition and identify concrete differentiators to set this new brand apart. Focus on the story and the why behind it. Develop a bold brand, website, and marketing collateral that intentionally shows MaineFlame’s investment in fueling the local economy and protecting the health of the North Maine Woods and then infuse it with down-to-earth “Mainer” language, humor, and grit. Instead of going the traditional route of “warm and cozy by the fire” type of positioning, we chose to speak directly to eco-conscious consumers who care about locally made, Maine-based products. Made by Mainers in Maine with recycled Maine waste wood and free of all chemicals and additives commonly used in this market. the product keeps its brand promise and provides consumers with an environmentally friendly and sustainable firelog that burns easier, more efficiently and cleaner.