FIREDISC Cookers Brand Guidelines
Brand Mission
FIREDISC brings people together outdoors through the power of cooking. We build durable, portable cookers designed for adventure, family gatherings, and unforgettable meals. Our mission is simple: Gather round, cook great food, and create lasting memories.
Brand Voice & Tone
Authentic: Speak from experience. Our customers value real cooking, real people, and real durability.
Inviting: Use language that makes everyone feel welcome around the FIREDISC.
Confident: Our products are tested, trusted, and built to last. We speak with authority on outdoor cooking.
Adventurous: Reflect the spirit of tailgating, camping, hunting, fishing, and backyard gatherings.
Example Voice in Action
Instead of: “Our products are available for purchase now.”
Say: “Ready to cook it all, anywhere life takes you? Your FIREDISC is waiting.”
Logo Usage
Primary Logo: The FIREDISC logo with flame icon.
Clear Space: Keep at least the height of the “F” in FIREDISC around the logo.
Minimum Size: Logo should never be displayed smaller than 1 inch in print or 150px wide digitally.
Backgrounds: Use the red logo on white or light backgrounds; use the white logo on dark or busy backgrounds.
Typography
Headlines: Bold, strong sans-serif (e.g., Montserrat Bold or Bebas Neue)
Body Copy: Clean, modern sans-serif (e.g., Open Sans or Roboto)
Tone: All caps can be used for strong emphasis in headlines. Use sentence case for body copy for readability.
Photography & Imagery
Style: Natural, high-energy, and lifestyle focused.
Subjects: People gathered around the FIREDISC, food sizzling on the cooker, outdoor environments.
Lighting: Warm and inviting; avoid overly staged or artificial looks.
Do: Show the product in use—cooking, gathering, sharing.
Don’t: Use sterile product shots without context (unless needed for retail catalog).
Taglines & Messaging
Primary Tagline: Gather Round
Supporting Phrases:
Built to Haul, Cooks It All
Cook Anywhere, Anytime
Tailgate. Camp. Backyard.
Outdoor Cooking Made Simple
Social Media Guidelines
Hashtags: #FireDiscCookers #GatherRound #BuiltToHaulCooksItAll
Tone: Conversational, adventurous, and community-driven.
Content Mix:
40% Lifestyle (people cooking, tailgates, camping)
40% Food (recipes, close-ups of sizzling dishes)
20% Product Features (durability, portability, innovation)
Brand Do’s and Don’ts
Do: Highlight durability, portability, and lifestyle.
Do: Emphasize community, gathering, and outdoor cooking fun.
Don’t: Overcomplicate the message with technical jargon.
Don’t: Alter the logo colors or distort proportions.
