strategy / naming / identity / advertising / promotion / writing

Never heard of this brand? Neither had we. Until our creative director, Richard, completed a remodel of his home and outdoor living space with appliances and a grill from one of Fire Magic’s main competitors. Like so many others, Richard just went with the same brand for his outdoor kitchen as his indoor one. Which was the main challenge RH Peterson faced when we were brought in for a complete brand refresh of their two brands, Fire Magic and Real Fyre. The challenge was also the solution, however, as our brand marketing concept for both brands—The Magic Hour—celebrates the lifestyle that is at the heart of every Fire Magic Grill and Real Fyre gas log set —that special time of day when family and friends come together around the grill and a great meal or the warmth of the family fireplace. This brand refresh included everything from new logo and identity, product display, catalogs, and their new brand position line, “Savor the Moment.”