So what do you think?
This week, Love Logs launched our new branding and we are SO thrilled with it.
We realised last year that our branding didn't really fit with who we are as a business anymore. The black on kraft was great as a start-up with a few products who wanted to show you that we were offering a more sustainable option, but nearly 6 years in we're so much more than that.
We wanted something fresh and fun that screams 'great quality', without ditching any of our passion around sustainability...and we think our new brand does just that.
The Evolution of Love Logs
As you'll know if you've been following us for a while, we're a small husband and wife team who had no experience in marketing or branding before starting Love Logs 😅
When you're starting a business, every penny counts so our first brand was created using a cheap, online logo maker, which we stamped by hand onto each box - as you can tell!
We originally started Love Logs to offer a more sustainable alternative to all of the imported firewood in plastic nets, so all of our branding focused on our 'planet friendly' promises.
Looking back now, it was embarrassingly basic but we just wanted to get started.
Anyway, as Reid Hoffman says 'if you're not embarrassed by your first release, you've released too late'
After a couple of years' trading, we finally had the money to pay a professional to design our second logo.
We'd found that the picture of the planet was a bit confusing as nobody knew what we actually did!
There's a bit of an unfair stigma around 'sustainability first' businesses, that you have to sacrifice on quality or convenience, which is why we decided to go 'product first' and focus on the flame imagery.
We also moved to proper printed boxes, saving our knees from that dusty warehouse floor!
Around Spring 2025, we knew we were ready for something different.
The old brand didn't really shout out our values of quality, convenience and sustainability, and as we started getting an increasing number of retail enquiries, it wasn't good enough to go on the shelves.
We looped in Source Agency who have helped loads of other companies create some awesome brands. They gave us lots of ideas from weird and quirky, to simple and minimalist before we all settled on these incredible final designs.
We think they nailed, the 'premium and sustainable...but make it cool and a bit fun' brief!
As any business owner will tell you, running Love Logs is a constant roller-coaster, so it's been a lot of fun for us to get some proper creatives involved and go through this process with them. We're so pleased with where we've ended up and hope you love it as much as we do!
We'd love to get your feedback on the new branding, whether you've been a customer for 5 years or 5 minutes. Feel free to drop us a note on info@love-logs.com and tell us what you think!
Want to see the new designs in the wild? Visit our Stockists page to see which retail outlets local to you are stocking our products.
