Modernization
for the Rustic Consumer
The Healthy Living creative team and famed designer, Aaron Draplin, collaborated on a company-wide brand audit. The revamped logo and re-branded guidelines were elevated for the ever-changing market and store consumer demographic.
Role Scope: Logo Design – Brand Identity & Creative Strategy – Design Direction
The Challenge
A total brand audit. Healthy Living’s brand was outdated and lacked a connection to the millennial community now populating their customer demographic. How do we keep the traditional rustic direction and brand recognition, while remodeling the style guide to entice new & old customers?
The Solution
The rebrand embodies the organic spirit of the business by refreshing the original “Natural” design elements, but developing an updated look and feel to embrace the ever-evolving demographic. In collaboration with logo designer Aaron Draplin, we revitalized the logo to mirror the new brand standards and improve wordmark legibility. The apple-heart mark references the soul of HL, which is the local farmers who wholeheartedly grow our food.
The Result
The rollout was positively reviewed throughout the local community. The new vibrant color palette and typography system livened all design assets.
Shifting the brand standards to stay competitive and fresh amongst the ever-changing grocery industry was an update imperative to continue enticing the current clientele and target millennials, who were quickly becoming the new primary audience. The colors really come alive with all types of mediums including paper bags, stickers, fabrics, recycled containers, etc. The contrast in the bright color palette denotes optimism and a modern design aesthetic.
Alexandra Reiman • ART DIRECTOR 