Clarfire Logo & Branding

Clarfire’s owner launched the company after a major shift in life. She was drawn to the concept of fire as a form of cleansing, and the rebirth that is possible in the aftermath. In addition, she knew she wanted something a bit more vintage and traditional that drew on the blue hues of a flame, while still remaining upbeat. After a bit of back and forth, we landed on a simple flame. It was direct and to the point, while the typeface brings in a more traditional feel. The flame also separates the word, which is to emphasize the inspirational origin themes of “clarity” and “fire.”