Ash & Elm is a startup company focused on fire (wood, fireplaces, bonfires..)as a lifestyle experience. Ash & Elm is a lifestyle brand positioned to the higher end convenience markets, providing the highest quality hardwoods and fire supplies delivered directly to a person's home. The company delivers wood to homes directly in stylish white boxes and boxes contain selections of the finest woods and aromatics . Our logo will project an exclusive but warm feel that helps position the brand as a top quality experience brand. There should be an element of romance and old world feel and the logo could pick up on or evoke a nature theme. The logo will need to work across media, from boxes of wood to websites and mobile. Please review the attached logo which we like. We are looking for a similar treatment but with a bit more development and polish. The tree motif is the direction we want to see. We really like the attached version as the starting point.
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Think about a box of firewood. Each box containing the best seasoned hardwoods, some aromatic element to make a fire smell nice, a story about the wood. The look, touch and feel of the box and contents will be exceptional. The logo is not about the box, but it is about the family experience, the warmth of a hearth, roasting smores...but an upper end feel without seeming too exclusive or haughty. The business aims to have a J. Peterman feel to the brand...so the iconograpghy needs to mythologize a bit. Think about the romance of times past, clean lines. Attached find a starter direction of a logo approach we like. It would be great to see this played with and further developed and see many other concepts as well. Looking for a clean and evocative logo.
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