Lyter is a brand new company with an innovative idea to simply build a better lighter with a significantly lower environmental footprint. We worked with the Lyter team to build a unique and ownable brand identity which would resonate with their consumer group and communicate the values of this new, category-disrupting brand. The result is a high-impact brand with an engaging and newsworthy tone of voice and brand toolkit. The brand speaks from a position of ‘why we can do better’. It is supported by an organized messaging system which communicates the three main channels: Environment, Fire (a better flame), and Innovation.