15 Jan

Branding Evolution: Logo Re-Design, from drab to fab


We were recently approached by one of our Washington based clients to revamp their branding package.

The company is a distributor of ethnic food products in the Virginia, Washington and Maryland area. They started as a distributor of Amazon latin hot sauce and today, the business has grown to include thousands of SKU’s of refrigerated, non-refrigerated food products and cooking utensils for Asian and Latin American products. The dramatic business growth and expansion of their product line was not being reflected in their original branding package.

Hence why the business owner asked Creatink to present him with a new logo that will be suitable for online, stationery and large format printing since they now have a large fleet of trucks that needs to be branded.

We started with a series of design concepts employing a revised color palette. This was quite exciting since being able to play with the company colours is rarely an option in logo re-design projects.

The options below were presented originally to the client.

Logo Designs by Creatink Marketing  for IGC

Logo Designs by Creatink Marketing for IGC.

This set includes a broad range of options that allowed the client to get a sense of different design directions. Traditionally, I would suggest providing a smaller number of options to the client. Realistically, this is not necessarily the best way forward for every project, but in this case, the client was not sure of a specific direction to follow. So we felt the need to add an extra step in this process. Even-though it took a little bit longer to reach the desired outcome; we were happy to do it! This extra step definitely gave the client a stronger sense of direction and confidence when making final decisions at a later stage.

Following the revision process on their side, we were thrilled to learn we had a winner! So, from this point onwards our team proceeded with the creation of the brand identity (see below).

Brand Identity by Creatink Marketing

Brand Identity by Creatink Marketing

Once we received the final sign off, the final files for the client were prepared.

This is one great project to remember. Rarely we get the opportunity to work on a re-design that pretty much includes a blank canvas. We were able to work out an array of ideas, with multiple colour palettes. The client was able to let got and trust us along the way. They provided us with the right amount of input at the right time during the process. It basically was awesome team work. We are thrilled with the outcome, and we hope you are too. Let us know what you think.










Categories: Branding