An online specialty grocer needed to look as premium as the products it sold, without alienating its original budget-conscious customers.
Interviews with the founders and a review of existing materials to identify what the brand had outgrown and what was still worth keeping.
A single positioning statement, agreed on by every stakeholder, that every subsequent design decision could be measured against.
Exploration of mark, type, and color direction, tested against real applications rather than isolated presentation boards.
A documented system with usage rules, handed off with production-ready files across print and digital applications.
