Developed in-house by the Shape team, the Firetent is small and mighty, acting as the catalyst for roaring blazes. The tent comes with all the necessary components, and can easily be snapped together in moments. Tested extensively by our team, the Firetent is designed to get folks outside and enjoying nature. It also serves as an excellent addition to your safety kit, backpack, or glove compartment box.
*The Firetent is in the final phase of development, and will be released to market shortly
Brand Identity & Logo Creation
During the early stages of development, we spent hours discussing the minutiae of lighting a fire, and more importantly, what happens around a fire once it’s been lit. It quickly became obvious to us that making a fire is an experience unlike any other - the smell of smoke, the crackling of burning wood, the feeling of warmth, and often the taste of campfire cooking. The authenticity of the sensations involved in sitting by a fire make it memorable.
As we began to prototype the Firetent, we knew that it had to be compatible with the “fire experience” - we wanted the structure to echo the authenticity of building a fire by creating both a novel and inherently practical item. The component pieces were designed to be simple enough that a child could put them together without instructions, but also reliable and functional in the most extreme conditions.
After completing the prototyping phase of the Firetent's structure, we turned our heads towards branding and packaging the Firetent. We drew our main inspiration from retro matchboxes - we liked the simple reveal that occurs when a matchbox compartment is pushed open. After testing a variety of packaging options to see how well they would burn, we settled on a custom sized recycled chipboard package.
Looking again at old matchbox covers for motivation, we took a typographic approach to creating the logo and packaging designs. The main font we chose to represent Firetent is a digital version of chunky wood-carved letterforms, which we contrasted with a daintier typeface to evoke a nostalgic feeling of reliability. This type treatment, along with a repeatable tagline, a handful of custom illustrations and several icons resulted in a bold, authentic, and memorable brand identity.
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