BONFIRE
Product Branding Guideline
BONFIRE
Outdoor Clothing Brand
Design a brand for a company specializing in outdoor equipment.
This brand must:
Appear established (as if it’s been around since the 60’s)
Be a quality product (Probably not your first set of outdoor gear)
THE GOAL
COMPETITIVE ANALYSIS
The first step was familiarizing myself with the current marketplace. The chart shown helped determine where the competitors ranked
Strength
Many high-end, great products from brands people trust
Weakness
Much of it is expensive. Even the low-end stuff isn’t cheap.
Opportunity
Many seem to be people focused. Ads focused on 1 single person in the wild doing something ‘out there’. More focus could be used on the environment. Why should I want to venture out into the middle of nowhere on my own? What’s the benefit? Putting the beauty of nature first should answer that question. Coupled with some friends to show fun rather than dirt, sweat, and effort.
Threat
Many different established brands in the marketplace ranging from focused to broad. The market seems saturated in every direction and with the younger generations feeling less inclined to venture out the competition may have to adapt and target audiences will overlap.
SWOT ANALYSIS
MOODBOARDS
In order to gain some inspiration, I created a few moodboards of varying styles. In addition to images, I included some descriptions, keywords, and mottos of what the brand would represent.
Gear-Out-There
All about exploring the world. Hidden trails,
bigger mountains, untapped lakes.
Venturing out to the edge of civilization and beyond.
The original Pioneer.
Strong
Dependable Authentic
Thirsty
Habitual
Everlasting
True.
Out-there > in-here
Motto: Rediscover the fun of adventure
Skylines
All about exploring the world.
Finding that sweet spot.
Spotlight the beauty of outside.
Out-there > in-here
Highlight the colours of earth
bright, pastel
Motto: Discover Beauty
CHOSEN MOODBOARD
Bonfire
All about a night or weekend out in nature. Whether it be exploring or just hanging out with friends.
A bonfire is a common occurrence at night where some of the best memories and stories are made.
Warm contrasting fiery reds with night sky blues
Motto: Ignite the Night
WHY THE BONFIRE NAME? WHY THESE COLOURS?
-The bold colours and type lend itself well to something that is long lasting both in terms of the brand and their products.
-The retro feel gives it that established character the brand requires
-The name is web-friendly, simple, easy to remember and solid. And like Kleenex, the name is synonymous with the product.
-Using Bonfire chairs or wearing a Bonfire sweater makes sense and feels right when having a bonfire.
-It’s a strong word in terms of sound and is easy to say.
-Perfect for a company selling products that are durable and used around a campfire.
LOGO CONCEPTS
An expected many logos were designed. Some simply of a fire pit, others purely typographic and a few very abstract. In the end, a design that included a bit of everything was chosen.
THE CHOSEN LOGOS
The final logo was chosen for a number of reasons.
-They both represented a campfire (burgundy = ground/fire pit, orange, and red = fire, blue = sky)
-They are abstract enough to not be too on the nose with the bonfire idea.
-They are balanced, simple and would work well printed on clothing or other gear such as water bottles or tents.
The
Brand
Guidline
