To re-launch one of the oldest, most established brands of safety matches in England.

The marketing objective was to develop a new range of products that could be sold under the Bryant & May name encompassing natural, safe, trustworthy fire related products:

Firelighters
Fire logs
BBQ related products
Fire safety products and
Distinctive boxed matches

Each designed for different uses in and around the home, helping to create ambiance and sociable situations.

The flame motif used in the identity was adopted after consumer research showed that it represents power, security, warmth and light - family togetherness, cosiness and care.