brighter day Brand refresh:
Process Study
designing to be fresh, be new, stand out.
But let’s start back at the beginning…
client background
Brighter day natural foods market
Savannah, GA
"As an independent, locally owned market, we have the freedom and responsibility to provide our customers and community with the very best and healthiest products.We are still committed to the same principles that guided Peter and Janie when we opened more than 40 years ago: integrity, promotion of healthy living, service to our community and sustainability.
We will continue to be on the cutting edge of our industry, bringing new products and information that will enable you to eat well and be healthy and happy. ”
-Brighter Day
WHat’s the problem?
The client lacks brand awareness and are unknown to a lot of their target audience and the Savannah community. They have a poor website, out of date branding, an interior that lacks quality/ cohesion, and unsustainable packaging for their deli. A main competitor, Whole Foods, has pickup and delivery options as well as their own line of product, 365. There needs to be some of these services added to this grocer while emphasising the local, small business feel.
Create deliverables that improve brand awareness for target market in Savannah, modernize a trustworthy brand identity, better adhere to company values of sustainability, education, and connection, better communicate unique products and values, and create a cohesive online presence.
the goal
client project proposal document
the design process
Designs needed to reflect values of sustainability, a trust, education, and local business.
It started with creating a trusted brand identity to reflect these values and be implemented into all designs. This process includes work in Adobe Indesign and Illustrator to create flat, printable designs for all packaging and marketing materials as well as store front mock ups.
project deliverables
3. store front signage
The store front is a huge opportunity to attract all the on foot traffic of local and tourists. Some professional updates are needed.
4. sign at farmers market
The weekly market out front of the store is an opportunity to advertise for the store to target audience seeking these products.
2. packaging
The client values sustainability, so cohesive and more earth conscious packaging for all their fresh, to go, and deli items is vital.
1. BRAND REFRESH
Create a single updated logo to create a cohesive and trustworthy identity that can be integrated into all designs
8. rewards program
Creating a rewards program will encourage customer loyalty and reliability. It can be used to incentivize sustainable practices such as using re-usable bags as well.
5. website re-design
The client values education, reaching the community in person and online. However, the lack a user friendly, professional website.
6. store experience
In the small crowded store, overhead signage could open up the space and provide vital way finding to new customers for a stress free experience.
7. Social media
Having an online presence is important for growing trust and brand awareness with the tight-knit Savannah community.
9. in- store pickup
To compete with companies such as whole foods with delivery and pick up options, we will implement a order ahead option for customers.
Final designs
