Ethos Woodfires are based in Christchurch and their patented wood fires are sold nation-wide. Ethos approached Immersion Marketing wanting assistance to develop a marketing strategy and refreshed brand that would help them to increase sales and distribution nationwide.
Immersion’s first task was to determine Ethos’s value proposition and appropriate positioning strategy. The team became engrossed in the Ethos brand, statistics were analysed, retailers interviewed, customers surveyed and a focus groups held. As a company, Ethos Woodfires began the process of reflecting on what they have achieved so far and rejuvenating their brand for the future.
We partnered with Christchurch based
Demografik Design to create a new logo and simplified colour palette that presents a consumer facing brand.
We identified that Ethos has the hottest lowest emission fireplace on the market, and Demografik created a brand identity that focused on people rather than fires, and the emotional decisions tied to a wood fire purchase. With the black and white photographs, a strong logo and an emotive play on words, Ethos Woodfires has claimed their market position as an expert in clean heat. ‘What’s your Ethos?’
The importance of supporting retailers was also identified during the brand positioning phase. Co-branded marketing packages have been developed, along with in-store information packs, technical specifications and digital displays. To enable effective consumer decisions, this information is also available online and backed up by the Ethos sales support team.
Client feedback: – “Love it, Immersion Marketing nailed it!”
