Our customer is seeking connectedness with self, others, and nature through responsible, impact-driven, and thoughtful actions. They value performance, clever design, and quality. Their journey begins with early experiences around fires and leads them to discover our brand and products. As prospects, they are seeking to improve their experiences. As casual customers, they enjoy testing and optimizing their purchase. Our goal is to expose them to the elegance of our product and guide them to appreciate how it creates the perfect experience.

1. BRAND
BOOK
our

3. table of contents
4 mission statement
5 our brand
32 story universe
7 our company
17 our products
13 our design
9 backstory
10 history
11 values
12 project good
19 our community
27 customer activation
cycle
24 customer journey
37 our identity
38 logo
44 typography
47 colors
50 photography
57 video
59 brand voice
63 blog
64 social media
68 packaging

4. BEING
our reason for
We design simple, ingenious outdoor products
to help you create good moments that become
lasting memories.

5. our brand
CREATE GOOD

6. Create good. Our products, the way
we design them, and our company
as a whole is driven by this mantra.
Whether it's a primal moment in awe
of a flame, the moment right after
you've taken a hot sip of coffee in
the mountains, or your kid’s face
when they bite into a delicious
s’more.
We create products that are meant
to get you in touch with whatever
good is for you. We are part of a
shared humanity, and we are
grateful to have these moments
right in front of us to connect with
those we love, to remember
something meaningful inside
ourselves, to appreciate nature in its
stunning beauty. Good moments.
Good memories. Good products. So
you can create a good life.

7. a better
WAY

8. We started by inventing products
we thought would make our lives
better. It turns out, they made life
better for others as well. Initially,
Solo Stove’s founders lived a world
apart. As brothers, they felt
distant and their life wasn't what
they wanted it to be.
They knew there had to be a
better way. Solo Stove was that
way. These are our roots. With
everything we do as a company we
challenge the status quo. We find
new ways to look at commonly
accepted scenarios and make
them better.

9. BACKSTORY
solo stove
It all began with a donut recipe. Really, it’s true. In the late 2000's, one of our founders happened upon a donut
recipe and became fascinated with how and why great content was becoming available on the Internet. At the same
time, Spencer and Jeff, brothers and co-founders of Solo Stove, were itching to start a business together and get
back to doing the things they loved: spending time together and being outdoors.
Making it happen wasn’t fast or easy but after two years and dozens of ideas, Solo Stove was founded in Jeff’s garage
in 2010 as an e-commerce, outdoor brand. Our first product, the original Solo Stove Lite camp stove, was designed
primarily for backpackers who appreciated an ultra-lightweight stove that required no more than sticks and leaves for
fuel (easily found when hiking) and would boil water in under 10 minutes.
Within a couple of years, passionate “super-fans” emerged with feedback that we should design slightly larger stoves
for day hiking and car camping. We listened. The Titan and Campfire stoves entered the market. They were both
instant hits with our existing customers, and they helped us appeal to new customers in the camping category. As the
Solo Stove community grew, so did our excitement for helping people get outside to create amazing memories
with the people they love in their favorite places.
The community kept begging us to give them an even bigger flame. So in 2016, we announced plans to release Bon-
fire, a portable, nearly smokeless, incredibly efficient wood-burning fire pit. Bonfire was born in 2017 and so was the
perfect backyard camping experience. Our community couldn’t have been more thrilled. Since its founding and con-
tinuing today, Solo Stove designs simple, ingenious outdoor products that help you enjoy good moments that turn
into lasting memories. Whether it’s a mountain trail, a quiet moment, or a backyard party, we’re grateful to be a part
of your Solo Stove experience, and look forward to the decades ahead of delivering products designed for sharing,
surviving, storytelling, and s’mores that will bless generations to come.

10. 2012 2014 2016 2018 2020
HISTORY
our company
2010 2013 2015
Jeff and Spencer
Jan start Solo Stove
out of Jeff’s garage
Moved fulfillment to 3PL
provider
Began distributing Solo
Stoves in the United
Kingdom and Japan
2017 2019
Record breaking sales
continue throughout
the year
New warehouse facilities
opened in PA and UT
Launched Grill
Brand refresh
First sale to Camping
World/Gander Mountain
First Sale to Walmart.com
First sale to
HomeDepot.com
Hired John Merris as CEO
Started in-house fulfillment
and signed a lease for a
50,000 sq. ft. facility
First direct-to-consumer
sale
First sale on Amazon
Filed Solo Stove design
patents
Launched Kickstarter
campaign, earning $100k in
30 days
Moved to first
independent office space
Launched Bonfire and
entered the backyard
market
Launched Ranger and Yukon
Hired CFO and COO
Record high non-holiday
monthly sales
Moved to new office in
Keller, TX
First sale to REI
First sale through Wayfair

11. VALUES
our company
HAVE INTEGRITY
We are diligent and intentional when it comes to doing the right thing. It is a process of serving stakeholders not just stockholders, where the company,
staff, customers, and community benefit and grow, together. We take care of each other. We make things right. On purpose.
BE AUTHENTIC
Because we genuinely want the best for everyone, we call it as it is. True to who we are. True to our good intentions. While we know at times we fall
short, we choose to focus on the positive. Positivity and negativity are contagious and we want to do our part.
DO GOOD
Ours is truly a shared life experience, a shared humanity. We are one community living together in one big biosphere. We choose to do good in
personal, tangible, intimate ways; meaning, we may not be leading a global cause, but find there are a myriad of immediate ways we can have
meaningful impact with the people we can touch. We are thinking globally and acting tangibly.
LIVE GRATEFUL
A better world depends on good companies doing the right thing. We believe good people make good companies. And the kind of people we look for
are the grateful ones. People who are grateful that out of all the possibilities, we get the moments we have right in front of us. We look for people that
get that. People, driven by gratitude, that make things better wherever they go.

12. The beginning of 2020 jarred the world, forcing millions to work and go to
school from home, and a brave few to face a pandemic head-on. During
this time, people were seeking positivity and reassurance while they
stayed home, with their only view being their backyard. In March 2020,
one of our fans, Erik, reached out to us on Twitter saying he wished he
and his family could practice “social distancing” by sitting next to a fire,
but their fire pit was worn out and rusted and couldn’t afford a new one
at the time.
We responded and sent him a Bonfire free-of-charge in the hopes it
would bring a smile and encouragement during an uncertain time. We
knew there were thousands of other ‘Eriks’ in our community who could
use some good news, so we decided to create Project Good. Since then,
Project Good has sent free Solo Stoves to hundreds of families, frontline
healthcare workers, veterans, mothers and fathers, and teachers.
In total, Project Good has received thousands of applications. It is our
hope that Project Good can continue to spread positivity, joy, and peace
to those who need it in 2020 and beyond.

13. designed to
ENJOY

14. Often the simplest to use, most
enjoyable product is the hardest
to design. The details matter. Our
products are designed in a way
that you can immediately enjoy
them.
When we design a product we
think about what will make it easy
to enjoy...like sitting around a fire
without having to deal with smoke,
and being able to easily pack your
fire pit in a carry bag and take it
with you, and enjoying an
easy-to-use grill at a sitting height
to bring family and friends around
the grill instead of the traditional
grill master alone.
Our signature design technology
helps you create good moments
that become lasting memories.

15. SMOKELESS FLAME
Designing our products to create a roaring, yet
smokeless flame wasn't easy, but it was worth it. No
one wants to constantly dodge campfire smoke and
have their clothes and hair smell for hours after. Our
design philosophy is all about maximizing the joy of
the moment. Our Signature Airflow Design™ creates
a super efficient burn that is not only mesmerizing to
watch but a joy to sit around and make memories.

16. PORTABLE
Is it easy to store? Will it fit in the trunk of my car?
We ask these questions because joy isn't just found
in the backyard; it's found in the backcountry,
mountains, deserts, and beaches of this world we
share. We design our products so you can enjoy a
moment around a campfire, anywhere.
Spend time shoving a s’more in your face instead of
messing with smoky logs trying to get a fire going.
Our products are designed to burn with incredible
efficiency so you can get a roaring fire in minutes.
Quietly reflect or get food on the table instead of
fiddling with a dying flame. From the trail to the
backyard, Solo Stove makes life work.
Whether it’s the moment you get a pot of water
boiling in the woods or the moment the secondary
burn kicks in, our products make for incredibly
beautiful, primal moments that you can’t help but
share. Share a picture, a warm fire, or a meal. Each
product is thoughtfully designed to become a
gathering point wherever you take it.
EASY TO USE
MADE TO SHARE

17. the perfect
TOOL

18. Our products are intended to be
the perfect tool for the job. They
are meant to be the last ones you
ever want to own. Efficient, safe,
and guaranteed, Solo Stove makes
life work.
Our beautiful products are easy to
set up, easy to use, and easy to
light and clean. The less you have
to think about how to use the
product, the more you can focus
on enjoying the good right in front
of you.

19. THE SOLO STOVE
COMMUNITY
our customer

20. WAY OF LIVING
our customer
We constantly consider how to winnow out the list of stuff in our lives, for our own
safety, our own good, our own health and wellness. We are making choices. I’m not
sure if it’s my age or a new self-awareness. We are the sum of all we’ve lived through.
My wife came from a world where the people are marginalized. It’s just one thing at a
time that we feel empowered to do something. I do my best each day. Just do our
best. I usually don’t buy plastic bottles, but sometimes out of necessity, I do. What
decision am I making that is more considerate? That’s the guide.
- Customer Study Interviewee
‘‘ ‘‘

21. WAY OF LIVING
our customer
RESPONSIBLE
impact driven
meditative
contemplative
considered
self / others
LIVE SMART
investment minded
always improving
optimizing circumstances
function first
pragmatic
GRATEFUL
connected
heart centered
social
empathetic
giving (pay it forward)

22. AUDIENCE ETHOS
our customer
CONNECTED
Connected with self,
others, and nature.
(satisfaction)
Grateful: mental, physical,
emotional wellness.
(happiness)
Responsible: understand
long view, conscious of
choices on outcome.
(joy)
DOING THE
RIGHT THING
Being thoughtful:
problem solving,
contemplating better.
Doing good: social,
environmental (small,
tangible, committed
practices).
Optimizing: turning
existing circumstances
into preferred ones.
+

23. DEFINING
VALUE
our customer
PERFORMANCE
it works
it’s easy
it’s beautiful
it’s safe
it lasts
CLEVER
simple
elegant
solves a problem
improves circumstance
perfect tool for the job
QUALITY DEFINED
design / aesthetic
vetted ingredients
construction
craftsmanship
engineering thoughtfulness

24. JOURNEY
customer

25. THE IMPORTANCE OF
EACH ENCOUNTER
customer journey
Every interaction counts. Many factors contribute to the customer experience. The journey
to fall in love with Solo Stove starts the moment they sit around their first fire. Lots of small
decisions lead them to a point where they are naturally fascinated with our products. It’s up
to us to deliver an experience that is at least as amazing as that.
Every person that loves Solo Stove is part of the customer journey, including one unexpect-
ed player: our current customers. We are held to the standards of every other customer ex-
perience out there as well as our own past service standards. It’s our job and our joy to un-
derstand the importance of each encounter and respond not just as our job function or title,
but as the embodiment of everything that makes a Solo Stove amazing.

26. customer
JOURNEY
- The moment they build a
fire with dad.
- The moment they take a
deep breath in the woods
and can’t describe it.
- The moment they see a
fire pit in their friend’s yard
- The moment they see how
cool secondary burn is.
- The moment they start to
research the brand.
- The moment they start
to envision it as part of
their life and get curious.
- The moment they
decide what size they want.
- The moment they look for
the best price.
- The moment they place
the order.
- The moment they open
the box.
- The moment they light
their first fire.
- The moment they redo
their yard.
- The moment they share
it with a friend.
Marketing
Dealer &
Corporate
Sales
Human
Resources
Information
Technology
Product
Development
Accounting Operations
Customer
Service
Current
Customers
New
Customer

27. ACTIVATION CYCLE
our customer
PROSPECTS CASUALS
LOYALISTS
The Customer Activation Cycle describes how prospective customers turn into long-term brand advocates. It
is used both qualitatively and quantitatively to predict why, when, and how a customer will buy based on what
you do as a brand.
• Completed multiple
purchases
• Shares with others
• Advocates for
the brand
• Feels Solo Stove
makes life better for
everyone
• Completed purchase
• Testing and optimiz-
ing for the ideal burn
experience
• Gets confirmation
that their purchase is
indeed the perfect tool
• Makes additional
product/accessory
purchase
• Wants to learn and
adopt design philosophy
• Feels Solo Stove makes
their life work.
SEEKING
SHARING
TESTING
VETTING
CHEERLEADERS
• Considering
making a purchase
• Researching
• Receives marketing
• Word of mouth

28. PROSPECTS
Exposure to the purity of perfect fire.
GOAL
Expose product elegance - i.e. pleasingly ingenious and
simple; neatness. We want them to draw the conclusion that
this product will help them achieve the experience that they
seek by showing them how the product will serve their desire
for an optimal experience.
ATTRIBUTES
Enthusiasts of the outdoors, quietude. Social beings seeking
the perfect fire. They enjoy being outside. They enjoy a good
fire. They enjoy the accompanying experiences and they are
constantly seeking ways to improve them.
PROCESS
Put fire on display. Share why and how the resultant fire is
unique; design and engineering principles, point of view that
produce the specifically sought after experience.
KEY CONSUMER INSIGHT
“The efficiency and quality of burn are fascinations” They
need to be exposed strategically to the most captivating
features of the product in order to create ongoing
fascination.
Primary Goal: Put visually compelling fire in a beautifully simple product on display.
Secondary Goal: Share why and how the resultant fire is unique: design aesthetic
and engineering principles, unique fuel source, smokeless, secondary burn all act as
points of intrigue and produce the specifically sought after experience.
S
E
E
K
I N G

29. CASUALS
Comprehensively positive experience, concluding “it works.”
GOAL
Impart the perfect tool for the job. Once they have the
product, we encourage tinkering. We guide them to
experiences that will help them realize how the product makes
for the optimal experience.
ATTRIBUTES
Tinkering. Optimizing. Winnowing efficiencies. Making things
work simply. Solution finding. They appreciate simple,
efficient, clever, solutions that work. They are in constant
motion, learning, evolving, managing their existing
circumstance to their personally preferred definition.
Happiness, joy, contentment comes in a found solution.
PROCESS
Define perfect. Then celebrate the process of problem
solving, making the impossible possible. Perfect in this case
is: the purest fire, made easily, maintained easily, fueled
naturally, smoke-free, ash-free, contained safely, and
presented elegantly. Once they experience this, we give
them ways to share their joy, their solution found, and
appreciate them for it.
KEY CONSUMER INSIGHT
“They left no stone unturned devising a near perfect solution
- it’s irreproachable” The feel the product is absolutely ideal,
every element executed exactly right.
Primary Goal: Product is deemed valuable when it is perfectly suited for a particular
application, every element executed exactly right.
Secondary Goal: Casuals appreciate the entirety of the endeavor required to create
something that is both functional and beautiful. Focus on all the details, all the parts of
the process of optimization.
T
E
S
T
I N G

30. LOYALISTS
Integrity vetted.
GOAL
Impart design philosophy. In a world of immediacy and cheap,
Loyalists venture to find their unique definition of quality,
including longevity, craftsmanship, design point of view,
engineering thoughtfulness, care, raw materials (ingredients),
durability, and aesthetics.
ATTRIBUTES
Expect everything to be done well by others as they expect
of themselves. Loyalists are enamored with a company that
does its due diligence in the endeavor of seeking perfection.
Loyalists appreciate the balance and contribution to problem
solving in applying the art of design and the calculus of
engineering. Loyalists are about the why.
PROCESS
Use the algorithm of value to exemplify the idea that:
“Everyone designs who devises courses of action aimed at
changing existing situations into preferred ones” - H. Simon
Loyalists literally purchase the integrity of how it all happens
and how it is serviced. How it is made (from the origins of
the raw materials to the methodology of design) is just as
compelling as what is made. Solo Stove as a brand becomes a
go-to when they have a need in their life.
KEY CONSUMER INSIGHT
“Clever company.” Consumer should feel they have a deep level
of insight into how the company thinks. They seek to align it with
their own thinking/image. They must have this moment of
existential realization to transition from product to brand loyalty.
Primary Goal: The loyalist knows and understands Solo Stove methodology (the why)
at a personal level. They believe it makes their life better. They consistently experience
efficiency in all aspects of the brand: product, business, site design and user experience,
email content, customer service. 'The Why' must resonate with the entire experience.
V
E
T
T
I N G

31. CHEERLEADERS
Confirmed doing the right thing.
GOAL
Share appreciation for contemplating better. They value
social and environmental good and practice the same in
small, personal, and committed ways. Cheerleaders know all
things are not perfect, but that is not to say it isn’t worth the
effort to try and make them so. Communication should make
them aware of any and every opportunity that Solo Stove is
taking to make complications better.
ATTRIBUTES
Grateful. Responsible. Cheerleaders love a great solution, a
puzzle well-solved, the perfect tool for the job. They know
what it means to sow seeds responsibly, taking pride in doing
the right thing. When they are making things better, they are
living a good life. They believe a higher quality of life is
available to them by simply enjoying and acknowledging the
good in life and they find joy in sharing this with others.
PROCESS
“They design stuff that looks beautiful and just works.”
Link the founding inspiration to the company’s daily activity
of crafting a better thing, a better way of living, a social good,
an environmental good, or quality moments with others.
KEY CONSUMER INSIGHT
“Ours is a shared humanity.” In their estimation, nature got it
right. The little things and the little moments that are ideal
are worth contemplating, sitting quietly in, worth pointing to
and sharing. These little gems are why Cheerleaders are
grateful and appreciative, for the life they live; and, they find
joy in paying it forward. Messaging should recognize and
acknowledge their moments while giving them an ample
forum to share them.
Primary Goal: The cheerleader has experienced confirmation that by sharing their love for
the product and the brand they have done a good thing. Done the right thing. Made things
better. They have helped others to have a chance of having a simple, optimized life. Their
advocacy of Solo Stove gives them a way to make the world a better place.
S
H
A
R
I N G

32. solo stove
STORY UNIVERSE

33. DESIGN
E
D
T
O
E
N
J
O
Y
A
B
E
T
T
E
R
W
AY
THE PERFECT TOOL
DESIGN
COMPANY
PRODUCTS
our
our
our
CREATE
GOOD

34. WAY
a better
DISTRIBUTION
corporate
direct to consumer
A “MOMENTS” COMPANY
diy ethic
magnify life’s meaningful
moments
it’s about the customer
moment-driven
create value
VALUES
be thoughtful
do good
a shared humanity
serve personally
simple is better
live with integrity
OUR STORY
our name
simple
our culture
grateful
our why
making life work
our way
solving problems
FOUNDERS
designers
problem solvers
making life work
complicated made simple
difficult made easy
made to last
made well
knowledge base
open forum
SERVICE
at your finger tips
Q&A
our
company

35. ENJOY
designed to
LASTING MOMENTS
connect with nature
connect with others
connect with self
THE PURITY OF FIRE
shared satisfaction
peace of mind
mesmerizing
meditative
primal state of being
PHILOSOPHY
creating quality moments
simple
inspiring
MATERIALS DISRUPTERS
it ain’t necessarily so
smoky fire experience
smelly experience
intimidating fire-starting process
portability/stationary nature
charcoal grilling takes a while
to cook
improving standards
thinkers
craftsman
enduring
lifetime warranty
leave no trace
lasts so your memories
can last
AESTHETIC
a mini escape
bring nature to the backyard
bring home to nature
our
design

36. SUSTAINABILITY
fueled by nature
TRUE VALUE
you get what you pay
for and more
timeless
INNOVATIVE
problem identified
problem solved
imaginative
if we can dream it,
it can exist
reinventing
improved versions
well-known items
QUALITY DEFINED
clever
solves a problem
improves circumstance
elegant
simple
perfect tool for the job
construction
built to last
the awe is in the moment
performance
it works
it’s easy
it’s beautiful
it’s safe
it lasts
TOOL
the perfect
our
products

37. our
IDENTITY

38. LOGO
our identity

39. THE MASTER
LOGO
our identity
1 2
3
01 02 03
The Solo Stove logo is a combination mark, in certain instances, the mark itself may be
used without the accompanying words, but the letters may never be used without the
mark.
The primary logo is the preferred version and the secondary logo may be used in rare
instances where space is limited. The mark can be used by itself in situations where the
combination primary logo has already appeared.

40. On white/light gray, the logo should
appear in the traditional colors: the
mark in orange and the logotype in
patina.
On black/dark colors, the mark should
appear in orange, and the logotype
should appear in white.
On orange or other medium range
colors, both the mark and the
logotype should appear in white.
LOGO COLORS
our identity

41. CLEAR SPACE
our identity
The logo and mark should always appear with ample clear
space. Refrain from placing any external content inside the
indicated clear space.

42. MISUSES
our identity
In order to maintain to integrity of the Solo Stove brand, the logo should be used as
provided and should not be altered in any way. Below are a few examples of misuses to
avoid.
Do not stretch
Do not use a non Solo
Stove Color
Do not alter icon size
Do not drop icon Do not change orientation
Do not reposition icon

43. FLAME MARK
our identity
The Solo Stove flame mark is intended to be used only as a design element and should be limited in use.
pat ina ora nge

44. TYPOGRAPHY
our identity

45. Our typographic system incorporates two typefaces.
Our primary typeface is DIN OT and is to be used for
all headers with 25 pt kerning. Our backup typeface is
Neutra Text. Neutra Text is used for all body copy and
secondary header text with 0 pt kerning.
ABCDEFGHIJKLMNOPQ
RSTUVWXYZ
abcdefghijklmnopqrstuv
wxyz123456789
SYSTEM
This is by no means an
exhaustive study of the
typographic possibilities within
the Solo Stove brand. If you’re
unsure how to create an
on-brand visual asset, please
contact the Brand Manager.
DIN OT
typographic
Aa

46. HIERARCHY
creating dynamic
AND COMPELLING TYPOGRAPHY
Is crucial to communication. These are exam-
ples for distributing visual interest in an effec-
tive manner, utilizing DIN OT in combination
with Neutra Text.
Having a clear understanding of your content
is the first and most important step to creating
an effective hierarchy on any medium.
Headline DIN OT
Subtitle Neutra Text
Caption DIN OT
Body Neutra Text
typographic

47. COLORS
our identity

48. COLORS
our identity
CMYK 52 | 20 | 14 | 0
Hex #7BACC5
CMYK 11 | 11 | 15 | 0
Hex #E2DBD2
CMYK 5 | 5 | 2 | 0
Hex #EFECF1
PANTONE
158 C (151 U)
RGB
243 | 107 | 48
CMYK
0 | 72 | 91 | 0
HEX
#F36B30
PANTONE
419 C
RGB
42 | 26 | 19
CMYK
58 | 70 | 72 | 77
HEX
#2A1A13
304 Warm 304 Cool
Grateful Blue
Primary Colors
Secondary Colors
Our primary colors are “Fire
Orange” and “Patina”. Use these
colors wherever possible. Do not
use lighter shades of gray on top
of the orange.
Secondary colors can be used in
rare instances that require more
variety. Various shades of these
colors may be used to increase
hierarchy.
Solo Stove Orange Patina

49. THINKING
visual design
Timeless design never goes out of style when done well.
“less is more, everything needs a place and a reason”
• Stick to a group of three tones per design that are just a few shades apart from each other
and rely on the natural appeal of the flame to capture the focal point.
• Offset cool shades of stainless steel with warm wood textures and flame. Use organic ele-
ments of nature to bring thoughtful warmth to cold steel product displays.
• “Mesmerizing minimalist background with a thoughtful and considered assortment of
design elements forge a well-balanced page that no one will want to leave.”
- Source: Minimalist Interior Design Decoded, NAVEED
1
3
2
GOAL
GUIDES
TIPS

50. PHOTOGRAPHY
our identity

51. VISUAL
GUIDELINES
photography
Solo Stove photography captures the spirit of
adventure in both backyard and travel settings.
When the small details are carefully evaluated, each
photo becomes a moment of aspiration for those
looking to create good memories around a fire.
Celebrate the design of the product. Clean, simple,
elegant. Focus on ingenuity and simplicity. Think
architectural photography.

52. DO’S
photography
Incorporate subtle use of brand colors
via simple, logo-free clothing as well as
environmental objects.
Create authentic moments with models
engaging in purposeful action, clearly
excited to share an experience together.
Use warm, bright, and welcoming lighting.
Golden hour light is a plus.
All Solo Stove logos should face the camera
when appropriate.
Move the camera! Shoots should cover
wide, medium, and tight crop aspects.

53. DON’TS
photography
Never use busy clothing with logos. No
worn or baggy clothes. Hair should be well
maintained.
Never show alcohol. Instead use sparkling
water, soda or similar product.
Never show an abundance of smoke.
Never use artificial color manipulation.
Maintain a warm, natural look.
If Solo Stove makes an accessory, don’t use
another brand’s version of that
product. (ex. Always use Solo Stove Sticks
for marshmallows)
Do not make subject appear to be in the
flame. Position the flame between subjects.

54. THINGS TO AVOID
photography
No modern or trendy clothing.
Photo is too drab and dark.
Photo is too dark and clothing
is too loose fitting and busy.
Firewood should never be
stacked above flame ring.
Never shoot products when wet
or covered in debris.
Never place fire pits on blocks.
Flame rings and stove cooking
rings should be right side up.

55. STUDIO
photography
Our on-white photography highlights the elegant
design of Solo Stove products by displaying key
features with natural lighting.
Use of consistent angles and lighting across
different products calls attention to the
proprietary design and ingenuity of the product.
Bonfire Stand Bonfire + Stand Bonfire with Shield Bonfire with Shelter
Bonfire Medium Angle

56. STUDIO
photography
Our studio on-white photography proudly
displays all Solo Stove products with max-
imum clarity. Lighting appears natural with
directional elements. Because many of
our products are highly reflective, sur-
rounding elements with any color should
be removed from the surrounding area
when shooting.
Low angle photos are
shot from a distance of
10’ and a height of 12”.
High angle detail shots are
completed off tripod and an
angle that best suits the high-
lighted product feature.
Medium angle photos
are shot from a distance
of 10’ and a height of 28”.

57. VIDEO
our identity

58. VISUAL GUIDELINES
video
Authentic memories, captured practically.
Solo Stove video is sourced from real
people sharing real moments.
No matter if the goal is to inform, to inspire,
or to convince, our content should engage
and delight our audience.
Solo Stove video should follow the same
visual rules as our photography.
Seek out natural lighting.
The Solo Stove logo should often be placed
in the bottom right corner.
Avoid wood smoke at all times by starting
fires 30 minutes before shooting.
Testimonial Series
Product Promo Recipe Tutorial

59. BRAND VOICE
our identity

60. brand voice
The Solo Stove voice
inspires others to
create good.
We exist to explore better
ways to connect with
nature, others, and
ourselves, and we are
grateful to be able to
share this with the world.
By using an intentional and
authentic voice, we'll
inspire others to
experience lasting
moments around a fire.

61. brand voice
OUR VOICE IS NOT:
dry humor
witty
formal
serious
sassy
care-free
complicated
negative
cold
distant
boring
OUR VOICE IS:
clear / intentional
energetic
genuine / authentic
inspired
adventurous
contemplative
positive
grateful
conversational
The solo stove voice is international, authentic, and inspired.
International: there’s a reason why we do what we do and make what we make.
We have a purpose to create good.
Authentic: our voice resonates. Our brand has feelings and emotions just like
our customers.
Inspired: We love fire, the outdoors, and all the connections we make with nature
and others along the way. Our voice inspires others to #get outside.
mindful
happy
friendly
celebratory
helpful
diligent
considerate

62. TONE
1
3
2
4
brand voice
KEEP IT SIMPLE
cut to the heart of the message.
People are barraged with enough content as it is. Our simplicity
gives them a refreshing change of pace. If you can use one word
instead of four, do it.
KEEP IT CONVERSATIONAL
we are speaking to real people.
Our language should sound like we are sitting around the fire
with the reader. It's human and genuine, never cold and distant.
However, we shouldn't drone on. Be short spoken.
KEEP IT INSPIRING
we’re all about experiences.
Avoid using passive voice, adverbs, and same-length sentences.
Make our message worth the reader's time. We want them to get
excited about gathering around their Solo Stove.
KEEP IT POSITIVE
we want others to feel our passion
for creating good.
We believe in doing good. We want others to experience that
goodness.

63. BLOG
our identity
The Solo Stove Blog exists to
celebrate the good made around
a fire. Whether it's about recipes
to grill or roast over an open
flame, music to liven any outdoor
gathering, or the history of
open-flame cooking, every post
should inspire and inform the
reader.
The blog isn't a place to preach a
Solo Stove sermon or be overly
salesy about our product. It *is*
a place to get the reader excited
about the next time they light up
their Solo Stove camp stove, fire
pit, or grill.

64. QUALITIES
social media
AUTHENTIC
Solo Stove as a brand is not about putting on airs or feeling too formal. Helpful? Yes. Efficient? Definitely. Snooty? No way. We’re close to our fans. We talk to them every day. Each of them
is unique, but they all share the same enthusiasm for our brand. Isn’t that what friends are? People with things in common? Each customer is either a potential, new, or longtime friend of
ours. We’d never speak down to, aim to offend, or make them feel unwelcome. We support them, make them feel heard, and do everything in our power to maintain that friendship.
Authenticity is one of the most important steps in creating trust between a brand and its customers, and fostering a deep and meaningful relationship.
CELEBRATORY
Our following increases every day, and a lot of the people interacting with us on social media are new followers. A lot of those commenting may have never even heard of Solo Stove until
they saw a post on Instagram. We LOVE welcoming new fans into the Solo Stove Community!! Some may be confused. That’s fine! We’ll help you out. Some may be thrilled. AWESOME.
Welcome aboard. Solo Stove made it possible for anyone to start a roaring fire, we just have to show them how. We can direct people to our blogs, website, and to members of our team to
answer any questions and join in on the celebration of a new community member.
HELPFUL
A lot of our content is made with product-education in mind. We can show our audience how to build a fire, a dinner recipe they can make on a camping stove, and just about anything else
they come up with. This quality comes across in our captions, and needs to continue into the comment section. Social Media is often the first way our customers will try to reach out to us
with problems. It’s understandable-- their first (online) impression could have been on Instagram or Facebook. They could feel that these platforms are the first place to go to be heard,
since they lend themselves to group conversations so effortlessly. This does help us understand what our customers are feeling so that we can create the best responses, best content
moving forward, and make sure our promotions are in line with the things they want. Putting the customer first here is not to be associated with conversation that slanders the brand, or
provides misinformation. Our job is to always protect and defend the brand, while serving our customers as well as we possibly can.
FRIENDLY
Some of our customers are quick to be either completely outraged, or completely thrilled with our posts and announcements. No matter how angry or excited a comment may seem, it’s
important to always maintain the same level of friendliness in every response. If a customer is angry, it is important to address their concerns courteously so they feel heard, and so that
the situation doesn’t escalate publicly. Even if we’re answering the same question for the 1,000,000th time, it’s their first time asking it, so we reply with a happy face- real, AND emoji.

65. VISUALS
social media
ENJOY
This one seems obvious, and that’s intentional. The content we put on social needs to have an element of fun included visually, whether this come across obviously (kids chasing each other
with water guns while their parents chill near a Bonfire) or subtly (through exciting, eye-catching colors) to drive home the element of our brand that inspires letting your mind wander. We
don’t expect anyone in their backyard to break out their Boy Scout handbook to start a fire, or have every minute of a “relaxing” evening scheduled, so why would our content ever be
rigid? So bottom line, when it comes to our visuals, Fun > Formal any day.
FAMILY-ORIENTED
A lot, if not most, of our customers get their Solo Stove with family in mind. If not family, then groups of friends who can gather in the outdoors. Mirroring their experience in our content
can let them know that we have what they need to make outdoor family time possible. Especially in 2020 it’s important to be mindful of circumstances in which people should not be
together, but generally, the more the merrier. We want someone to see a family in a post, and think “I bet my family would look just as happy as this family”.
RELATABLE
Since authenticity is a major factor of our brand, images should be relatable to bolster it. Our content is intended to be able to be recreated by anyone who has (or doesn’t have) a Solo
Stove. Even our aspirational content, where people imagine themselves in a place or doing an activity, needs to be within reach. People in our photos aren’t wearing Prada sunglasses and
Gucci belts on the Amalfi coast with a personal chef making mimosas in the background. They’re wearing Adidas sneakers because that’s what was next to the door when they walked
outside. Keeping our content as close to what we think our customer would do is key.
USER-GENERATED
Over stylized visuals can take an Instagram feed from super relatable to super out of reach really quick. Our feed lends itself well to sharing user-generated content, and our audience
reacts really well to it. Just as the above point mentions keeping things in reach, our original content feels the same with a little extra “wow-factor” thanks to production value and the fact
that we have an Art Director. This can mean promoting a sale with a close up photo of a burger patty on the grill with a header that says “One Day Left to Get A Grill Half Off”; it’s short
and sweet, while also being something our audience is used to seeing.
SAFE
As the gatekeepers for what you should and shouldn’t do with your Solo Stove, our social pages set the bar for how much we care about the safety of our audience/customers. All content
needs to keep safety in mind and should not display or appear to endorse any of the following: falling in a fire pit, kids or pets in a fire pit when it isn’t lit, angles where the flame appears to
be touching someone, anyone interacting dangerously with their Solo Stove on purpose (lighting their hands on fire… been there), misuse of the product (no flame ring/flame ring flipped
wrong way, overfilling wood causing a huge unmanageable fire, cooking over a fire pit, etc.), excessive use of alcohol, ANY drug content, and things that are unsettling.

66. VISUALS
user generated
adam b. jason g. charlyn f.
shane j.
elisa d.
tamara l.

67. APPLIED
brand voice
grill email grill landing page

68. PACKAGING
visual design