WELCOME TO
FLAME CRAFT BRAND DEVELOPMENT
PRESENTATION
Flame Craft is synonymous with premium quality and innovation in the culinary industry, offering state-of-the-art charcoal ovens designed specifically for restaurants. In this presentation, we introduce three distinct creative routes that each reflect the craftsmanship, precision, and passion that define Flame Craft. Our aim is to present concepts that not only embody the brand’s commitment to elevating restaurant kitchens but also showcase how the brand can be effectively communicated across various real-world touchpoints. Each route brings Flame Craft to life in environments that resonate with its B2B audience, ensuring a cohesive and compelling brand experience.
Route One



This creative route draws inspiration from the traditional oven shape familiar in home braais, grounding Flame Craft in a sense of warmth, familiarity, and authenticity. The design cleverly uses this oven silhouette as a holding shape for the logo, emphasizing that the food prepared with Flame Craft’s ovens delivers the same quality and flavor one associates with home-cooked meals. The flames playfully integrated into the 'A's of the typeface add a lively, dynamic element, bringing a sense of energy and craftsmanship to the design. The color palette of black and white reflects premium quality, while a vibrant punch of orange brings heat and boldness to the brand’s visual identity.







Route Two



This creative route embraces a sleek, minimalistic approach, reflecting the premium nature of Flame Craft through refined simplicity. At the heart of the design is a beautifully crafted icon, subtly intertwining the letters 'F' and 'C' within an elegant holding shape, exuding a sense of sophistication and craftsmanship. Complementing this is a delicate handwritten font that adds a personal touch with the phrase "Product of South Africa," reinforcing the brand's origin and quality. The overall look and feel draw inspiration from the brushed silver metal finishes of Flame Craft’s ovens, echoing the high standards of design and functionality. This route embodies a timeless elegance, positioning Flame Craft as a brand rooted in precision and premium quality.








Route Three



For this creative route, we took inspiration from a classic, country-style aesthetic, reimagined with a modern twist. The logo features a traditional metal-inspired typeface, evoking strength and durability, complemented by a handwritten font that states "Quality Charcoal Ovens," as a seal of approval for the premium craftsmanship of Flame Craft's products. At the center of this design is a crest-like icon, which can stand alone or alongside the logo. The crest is divided into four sections: two containing the initials 'F' and 'C,' and the other two showcasing icons of charcoal and flame. The shield shape represents the strength and enduring quality of Flame Craft ovens, while the flame crown atop the shield symbolizes the brand’s premium status. The warm tones of copper, combined with the traditional design elements, convey a sense of heritage, strength, and superior quality, grounding Flame Craft in both legacy and modern excellence.








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