When the founders of Green Mountain Fire couldn’t find a clean-burning firelog they trusted, they made one themselves—from 100% real hardwood, engineered for health, convenience, and connection.
After weathering the first few years of business and the growing pains that came with it, the team turned toward longevity. They knew: customer retention would depend on brand loyalty. And brand loyalty would require a new kind of storytelling—one that felt as trustworthy and authentic as the product itself.
Studio Quiche reimagined the Green Mountain Fire identity to spark an emotional connection—built not just to sell, but to stay with people.
From the outset, our work with the three founders revealed a shared undercurrent of values: family, memory, and the slow-burn magic of time spent fireside. We leaned into that sentiment and built from there. The result is a brand system rooted in human warmth. Traditional type, illustrated textures, and messaging steeped in heritage (like the now-iconic “Stay Fireside” tagline) come together to bring familiarity to a new kind of product. We created a full suite of brand materials:
– Strategy & messaging
– Logo & visual identity
– Packaging for firelogs, briquettes, and starters
– Retail & tradeshow collateral
– Campaign ideation
Today, Green Mountain Fire’s products can be found on shelves at Home Depot, Walmart, and Ace Hardware—offering a cleaner, more meaningful alternative to the traditional firelog.
Team
Kristin Silva
Justine Closterman
Ashley Cee Domers
David Chiu
