Packaging Design and Naming for Duraflame
Duraflame recognized consumers want the warmth of a fire on weeknights but do not want to leave a burning fire unattended when they go to bed, so Duraflame reduced the burn time to 2-1/2 hours (an “ideal” burn time) and intensified the overall fire experience.
Brand Zoo worked with Duraflame to create the new product name, "Every Night" to communicate the benefit of being able to use the log during the week, weekends and outdoors. To communicate the Every Night story, we designed the new package with photographs of indoor and outdoor scenes to illustrate the potential use cases. Distinctive graphics, modern typography and stylish photography all combine to create a presentation that appeals to a younger and more design centric consumer. Grocery retailers have quickly agreed to stock the product to offer consumers more choice.