THE REBRANDING PROCESS.
First, a little background:
I made the decision to rebrand at the end of 2016 (after resisting for a while), because I felt I'd outgrown the look and feel of my current branding.
Because it was the first time I'd ever consciously considered branding beyond a simple logo font and colour palette, I took the time to really dig into what I wanted for the business.
Embarrassingly, I'd never actually honed in on a vision or ethos for my brand, or shaped it with any real depth or purpose. To move the business forward and align it better with the way I wanted to run it, that needed to change.
The new Tagline and Ethos:
'Nice things for day dreamers and creatives.'
rosie o'neill is a place for interesting design that looks nice and makes you feel good. It's a shop that values creativity and positivity, because an inspiring home or workspace can be all the empowering magic you need to go out there and make the good stuff happen.
The new Logo:
Hand lettered and arty, the shop is moving away from it's previously minimalistic, monochrome look; embracing a new season of creativity.
There is colour! In a bid to reflect the feel of the new design style and ethos, there's no more black and white in this shop's branding. A softer look, inspired by natural tones and grainy analogue photos means more charcoal and oatmeal shades - with fun pops of lilac and orange. This is something that will carry through into the look of the website, packaging and printed branding.
I've standardised the fonts and styles I use across the brand, making a 'brand book' to reach for whenever I'm designing a new backing card or blog image overlay. Mostly, the font situation has been kept simple and modern with a classic sans serif - something that will pair well with the hand lettered logo; but I've added a slightly more jazzy display font to up my blog image branding game.
With some of the packaging aspects, I've kept things simple with a view to changing bits more gradually/as current stock is used up. I'm retaining the classic tissue paper to wrap orders in - but have added a little logo sticker and some lilac washi tape to update.
However, I've added: a pretty new thank you note - something sweet enough to pin up once you've opened your order, and a little social media sharing card. Posting and shouting about my fave indie brands and makers is something I'm hugely passionate about - and I wanted to reflect that in my own collateral.
If you're looking for a good branding resource, I highly recommend 'How To Style Your Brand', by Fiona Humberstone. Apart from being a very beautiful book, it asks you all the right questions and prompts a lot of useful decisions.
'Death To The Stock Photo' and 'Unsplash' are both excellent places to hunt for free stock photography, available for commercial use with a creative commons license.
Packaging components like stickers, stamps and backing cards can be found at printed.com and awesomemerchandise.com