As a iconic brand in Canberra, Burning Log Megastore was a great business. But they wanted to be even better and had a sense that there was something not quite working with thier brand.

 

After a detailed stratagic analysis, I was come to the conclusion that the business was missing out on the shift to higher end products in the outdoor entertainment category. From that, I concluded that the word "megastore" could be the issue.

 

The rebrand to "Burning Log - Outdoor |Indoor, was about shifting perceptions of the business, specifically in the higher-end consumer segment.

 

The results were immediate with a sharp increase in sales across the higher-priced product ranges.