BACKGROUND | CHALLENGE
Pine Mountain struggled as the #2 brand in the fire starter, fire log market for years. Their portfolio of products lagged due to inconsistent branding and unclear usage messaging resulting in consumer confusion and buyer reluctance.
Conversations with buyers and consumers revealed an elevated level of confusion within the category itself. With so many products, Pine Mountain needed to provide consumers with a better understanding of the differences and use of the line.
Mint modernized the Pine Mountain brand, introducing fresh contemporary lifestyle photography to extend the brand story of a warm and cozy cabin retreat. Mint also provided clarity and relevance to their product and category by introducing a ‘breakthrough’ organizational system including usage and benefits infographics. The redesign and revolutionary sales format sparked a fire on retailer’s shelf. Pine Mountain is now the number one brand in their market!
“I love how the fire starters came together! Not only has the new packaging increased fire building awareness among consumers. It greatly impacted gains in distribution, penetration and sales! THANK YOU!”
Vice President, Jarden Home Brands