Context & objectives
The client, an established crêperie business, was in the process of scaling their business by launching a franchising program. To support that, they needed a rebrand that would modernise their brand and a design system that would provide consistency within the brand, for each location.
Process & approach
- Briefing: interviewed the client, identified the issues that they’ve encountered with the current visual identity and defined the goals and strategic direction of the rebranding.
- Research and sketching: went on a deep research within the client’s industry and business to find the best approach for the rebrand. Along the way I sketched a few ideas that would later turn into logos.
- Logo development: defined the first proposals and set up presentations using custom made mockups, based on pictures sent by the client from their business location.
- Feedback and revisions: after the first proposals we’ve had a clear direction and, within a couple of revisions, we’ve reached a final logo design system satisfying for the client’s goals.
- Approach: the final logo design ended up having an initial based symbol that accompanies the brand’s name. The initial draft included also a frame around the initials, derived from the baroque styled graphics from client’s old logo, but through the revision stages we’ve toned it down to a more minimalistic approach.
Deliverables
- A responsive logo design system covering multiple logo layouts – primary, secondary and emblem – that leveraged a consistent implementation of the visual identity.
- Brand manual: after the logo was decided, I’ve put together a visual identity guide to facilitate the implementation of the brand’s identity across all locations and touch points.
Impact
After the rebranding process was done, the client had everything they needed to start the process of scaling their business through the franchising program. Next you can find a comparison between the old logo and the new logo, along with a gallery of the developed assets.
