2025
I designed the complete brand system for Timber Ridge Firewood, creating a cohesive, scalable identity across packaging, print assets, brand voice, and sales materials. This direction positions one of Canada’s largest firewood retailers for national growth.
Timber Ridge Firewood
Brand Design
Role
Designer
TOOLS
Illustrator + Photoshop
Timber Ridge Firewood had grown from a backyard side hustle into a scalable, multi-market firewood supplier across Alberta and beyond.
The original identity reflected hustle and local beginnings, but it lacked the clarity, consistency, and scalability required for retail shelves, national partnerships, and structured growth.
The challenge was to evolve the brand without losing its roots.
Retail environments move quickly. I organized the product with an intentional hierarchy so customers could understand the product at a glance.
As Timber Ridge expanded distribution, the brand needed structure and consistency to compete confidently at retail scale.
Every decision prioritized consistency and scalability. To build brand recognition, the products and experiences had to feel unified.
A cohesive brand family that stands strong on the shelf and scales seamlessly across every touchpoint.
The Timber Ridge palette draws directly from the elements around fire: ember, smoke, ash, ignition, and charcoal. The system is anchored by a bold red for recognition, supported by grounded neutrals for clarity and legibility.
The goal was contrast without noise. Warmth without clutter. A colour system strong enough for retail, yet disciplined enough for longevity.
The typography balances strength and clarity. Heavy uppercase headlines command attention on packaging, while clean supporting type ensures legibility across print and digital applications.
The system was designed to scale from small tags to massive retail signage.
The packaging system was designed to extend across SKUs while maintaining consistency. Subtle shifts in colour and labelling allow for differentiation without fragmenting the brand.
Every element on the bag has a job:
The logo anchors recognition.
The product name commands attention.
Icons communicate value at a glance.
Colour guides the eye without overwhelming.
The icon system was designed to communicate key product information instantly. In a retail setting, customers make decisions quickly. Clear visual cues reduce friction, reinforce value, and allow the packaging to speak without overwhelming it with text.
The Timber Ridge identity was designed as a complete system, not just packaging.
From retail bags to B2B sales presentations, digital materials, and printed collateral, every touchpoint carries the same visual language. Colour hierarchy, iconography, typography, and messaging scale seamlessly across formats.
Whether on shelf, on screen, or in conversation, the brand presents as one unified voice.
Social graphics, stickers, business cards, and sales materials were developed using the same disciplined visual system to maintain consistency across physical and digital environments.
