Timber Ridge Firewood delivers kiln-dried wood across Alberta and beyond—what started as a side hustle has grown into a scalable, shelf-ready brand known for quality and consistency. I led the full visual identity, packaging design, and collateral rollout, helping build a firewood brand that stacks up.
The Challenge:
Position a local firewood startup as a premium yet accessible brand capable of national reach—without losing its honest, grounded roots.
The Solution:
Refine and scale a clean, rugged brand system rooted in real materials and honest work. From bag design to iconography and photography direction, every detail was crafted for clarity, cohesion, and shelf impact.
Inspired by fire, smoke, and wood, the system combines bold typography, local storytelling, and a utilitarian layout approach. Brand archetypes—the Woodsman and the Everyman—anchor the tone and visuals: skilled, capable, and real. I crafted the logo suite, colour system, and design rules to scale from local deliveries to national shelf presence.
The brand voice leads with trust, not trend. Headlines are short, bold, and capable. Social visuals prioritize product, people, and process—no fluff. I designed launch assets, content styling, and shortform posts that reinforced the product’s reliability across organic and retail-facing channels.
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