The earliest evidence of controlled fire dates back about 1 million years. Then, and now, fire’s magnetic magic is an enriching experience, an experience that Pine Mountain is dedicated to delivering. Our challenge was to ensure that experience continued to hold relevance for their audiences. Pine Mountain asked us to refresh their brand while communicating their commitment to sustainability and product innovation.

From fire starters to fire logs, we refreshed the brand and created an architectural framework that made it easier for consumers to see the entirety of Pine Mountain’s offering while helping them to determine which product would best suit their needs. This framework also provided a system for organizing claims and important product information ensuring a consistent presentation and creating a habitual reference point for consumers.

The inspiration for this brand refresh came from the Pine Mountain name, equity in the color green and a desire to host the magic of the experience versus defining it. By focusing on the beauty of the fire created by Pine Mountain’s products, it was our desire to evoke the consumer’s own memories and ideas of what it is to experience a Pine Mountain fire. By eliminating posed and predictable situations, the Pine Mountain experience was elevated, made ownable and relevant to the consumer.

We updated the Pine Mountain identity, eliminating a previous cartoon sensibility. The illustrative flame complements the illustrative mountain and pine tree depiction that serves as a masterbrand back-drop for all their offerings. This meaningful back-drop connects to Pine Mountains’ commitment to sustainability as a Pine Mountain fire log is better for the environment than burning wood from trees chopped down to create a wood pile. The artistry of the pine trees and mountain range also suggests the innovative nature of the brand...seeking mountain-top solutions where the possibilities are endless.