Design

What a Brand Refresh Can Do For Your Business

Post by
Linnea Carlstrom

Every brand has to start somewhere. Whether it’s a sketch of a logo on a napkin, or a well thought-out visual strategy, brands form as a company is born. This starting point is necessary and exciting, but will also inevitably need to change in order for the brand to stay current and appealing to an ever-changing consumer landscape.

If we take a look at some of the major rebrands of 2019, we see a range of subtle changes to color, type, and graphics that can take a brand from “working just fine” to a household name. For example, Firefox recently updated their infamous browser icon to a more abstract, colorful, and aesthetically pleasing depiction of its foundational identifier - a fox! As the company plans to move into new spaces of offering file-sharing services and extra security features, they needed to update their visuals to help signify their upgrade in services. Their decision to simplify shapes and adjust colors gives them a whole new identity to instigate a much needed reexamination by the internet surfing population. 


However, you may be wondering: since Firefox is a big company that can afford to fund over a year’s worth of design work and numerous rounds of iterations in order to get from Point A to Point B, so does that mean that rebrands are just for the big players? Absolutely not. 

Triarc’s design team has been hard at work to rebrand smaller companies to help them scale, stay competitive, and stand out in saturated markets. Two of our most recent rebrands showcase the success of utilizing a change in visual branding to pivot a company in a new and improved direction.

UnCanny Wellness came to us with a great product, a growing consumer base, and a desire to take their visuals to the next level. Their original branding was "getting the job done", but an upgrade from the CBD industry-standard palette of beige and green would push their products to a higher shelf and extend their reach to new consumer groups. Their original product was very limited in its appeal to health-conscious, eco-loving “Boulderites” - and Triarc's goal was to make UnCanny a brand for everybody, even the a young, hip, urban crowd in Bushwick. By bringing in natural imagery, bright colors, and contrasting black backgrounds, Triarc helped them break into new sales channels, appeal to new audiences, and transform their website, packaging, social media platforms, print materials, and point of sale materials. It's clear to see that there is a night and day difference between branding that “gets the job done” and a fully cohesive brand expression that cultivates a superior customer experience. 



Relax Mom is another small company that recently came to us with the hopes of executing a modest rebrand. With specifications to keep the logo the same but to update the rest of the brand’s visuals, we began by cleaning up the lines and updating the color palette. From there, we developed a refreshed color strategy, established new font families, and designed custom patterns. As with all design projects, our team worked rapidly and collaboratively, facilitating multiple rounds of critique and refinement with the client to ensure that we were always moving in the right direction. The end result? A contemporary visual identity that helped the brand shift from its more childish appeal to a more mature (but still spunky!) mod-fem approach. With just a slight facelift to their packaging, Relax Mom now has the confidence to market the same product to a wider range of consumers, helping them move above and beyond their original niche base.


Rebrands can happen at any scale, whether that scale is in reference to the size of the company or the amount of disruption to their preexisting visual identity. It’s easy to get into the mindset of “don’t fix something that isn’t broken” when the same thing has “worked” for years, but sometimes the smallest adjustment to colors, font faces, or brand expression can help give your company the boost it’s been needing.

If you’re interested at all in talking about ways to take your brand to the next level, our design team is always excited to chat. Just think, a new shade of blue or sans-serif font could really make the difference between catching someone’s eye, or just blending in with your competitors.

As famous graphic designer Paul Rand once said, “Design is the silent ambassador of your brand”. So at the end of the day, how do you want your brand represented: by old and dated visual language, or something that says you are up to date, current, and fully relevant in today’s market?


Sources

Coyler, Chris. “Paul Rand.” Quotes on Design, 22 Aug. 2009, quotesondesign.com/paul-rand-6/.

“Firefox Brand.” Mozilla Dot Design, 19 June 2019, mozilla.design/firefox/.


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