Re-igniting a Legacy Brand’s Soul.

Duraflame Brand Refresh & Website Redesign

Duraflame is the world brand leader in firelogs, and that’s probably because they invented the category more than 50 years ago. Since then, they’ve sold their environmentally sustainable wood-wax, recycled fire logs to over fifty million customers across the United States. They came to us with a desperate need to update their website design, user experience and help make the brand more relevant to a younger audience.

Things you do next to a fire for $100.

First, how do we make Duraflame relevant, and give people a reason to find us on the web? Who, after all, is looking for firelogs online? The answer was a content strategy focused on SEO. Centered around content relevant to the occasions when you have a fire. A dinner party. Movie night. So when someone searches for “things to serve at a dinner party” they might find a recipe on our site. And what else goes great with a dinner party? A fire.

Flame, meet fan.

The experience was then optimized to drive users down the marketing funnel. Interest sparked by a recipe was turned into conversion by a simple “Where to Buy”– pointing them to online e-commerce or retail. The result was a complete overhaul of the user experience and website design, creating a modern, fresh look, featuring animated elements and new photography.

“Fire is the most tolerable third party.”

Henry David Thoreau

Related Stuff