Rebranding
Rebranding Strategies for Your Next Stage of Growth
We help growing brands move forward without losing the recognition they’ve worked to build.
Your customers already carry a mental picture of your brand, built from your name, your logo, your colors, the way you sound, and more. Parts of that picture are usually worth protecting because they do real work for you. Other parts may be quietly holding you back. A good rebrand knows the difference and sorts one from the other.
We think about rebrands in two ways: evolutions and revolutions. Knowing which one you need is the first decision you make, and it shapes everything that follows.
Brand Evolutions
An evolution is about modernizing an identity that still has value. You build on the assets people already recognize, and refine everything around them so the brand feels distinct and ready for where you are headed. Small, deliberate changes move the brand forward while keeping years of familiarity intact, so consumers feel it got better, not that it turned into a stranger.
The goal here is to protect the distinctive assets you’ve already built, the signals that make your brand recognizable, and let them go on doing that work for you. This isn’t playing it safe. It’s a deliberate choice to compound the recognition you’ve earned rather than start the clock over, so the brand can keep growing on a foundation your customers already trust.
Florida Crystals
The logo swapped a dated sunburst for a stylized sugarcane illustration, with a subtle bird shape nodding to the owls that protect the fields and eliminate the need for pesticides. On pack, the signature green, circular window, and sugarcane illustration all stayed, each elevated to feel more premium without losing familiarity on shelf.
Portland Nursery
Portland Nursery’s previous logo was a photograph of a passion flower, which limited its adaptability and functionality on digital platforms. We illustrated the passion flower with upward momentum, using stylistic references of vintage botanical field guides to reinforce their legacy as plant experts. Our new brand identity also established typography guidelines and a refined color palette.
Zenner's Sausage Company
The all-American ballpark feel of the identity stayed, now anchored by the heritage “Z” monogram as the focal point. A sophisticated matte finish gave the packaging a more upscale feel, while paper wraps were engineered to fit multiple sizes and shapes.
Brand Revolutions
A revolution is a new direction, and it’s the right move when the current identity no longer serves the brand. Maybe the market shifted, maybe you outgrew who you were, or maybe the old look is quietly working against your ambitions. Whatever the reason, small tweaks won’t fix it, and starting fresh becomes the smarter investment.
The goal here is to build new distinctive assets, fresh signals that make you recognizable in a new way. This isn’t change for its own sake. It’s a deliberate investment in the recognition you want to own from here forward, and done well, a revolution gives your brand a whole new set of things to be known for.
Pecking Order
Two days of research surfaced one image flockkeepers kept returning to: their birds racing across the yard for a treat and the joy that creates. That insight shaped a brand-new identity made to own the shelf, anchored by expressive chicken portraits, saturated color, and a hand-lettered wordmark with a footprint dotting the “i.”
Wallowa Valley Cleaning Products
We rebuilt the brand around that promise, starting from a sharp new position in a category crowded with greenwashing. Almost everything is new. What stayed is the subject of the badge, the mountains and streams of their eastern Oregon home, redrawn to signal purity and real performance. A new color system brings order to a large product line, so the brand finally matches the quality inside the bottle.
Massa Pizza Company
The red script logo is the one thread that carried through, reworked as a nod to classic Italian signage. Everything around it is new. A modern take on trattoria details like striped awnings, a rich red-and-cream palette, and a shift from clear wrap to a full box gave the brand room to show a personality it never had before. Bland became bold.
Knowing what to protect and what to let go is the difference between a rebrand that builds on your recognition and one that resets it. A partner who understands brand equity can help you make that call with confidence. If you want to see how we think about it, our rebranding blog post goes deeper on the subject, and we’re always happy to offer a short intro call to talk through where your brand is headed.
