ReLight
Credits
Creative Director | Letitia Lerm
Art Director | Claire Bruining
Photographer | Graeme Wyllie
Copywriter | Michelle Marais
Challenging the status quo - firelighters edition
ReLight is a brand that is reshaping the firelighter game. Rooted in the ethos of reusing in a disposable society, the product may be simple, but it required a brand personality that is anything but. Through a blend of quirk and style, we have positioned ReLight to stand out in the rough and rugged South African firelighter market, offering a fresh perspective on sustainability without sacrificing style.
Say it like it is
The name of the brand says what it does. The logo shows it. We included a subtle but effective graphic on the ear of the ‘g’ to reinforce the feeling of fire.
Are you curious yet?
We foster curiosity through our packaging, inviting consumers to engage with us. The most prominent feature on the bottle is a simple text that beckons them to inquire, saying, "Yes, sir, we sure did start the fire."
Bushfire TV inspired
The color palette draws inspiration from the essence of fire, capturing the myriad hues witnessed when gazing into flames—from the vibrant sparks to the subtle tones of smoke.
A little pun never hurt no one.
The brand exudes a sleek and minimalist vibe in every aspect, so to convey a sense of not taking itself too seriously, we've employed language strategically.
