Brand refresh

Brief

When is the right time to refresh a brand identity? When you know, you know. The Atkins Ranch brand identity was about eighteen months old when the team came to Gilmour Craves to evaluate the overall brand system. That might seem soon, but even the strongest systems reveal opportunities for improvement once they’re implemented and put to the test. While the original Atkins Ranch system was solid, guidance around brand expression was limited, and new projects exposed areas that needed further definition.

Outcome

As new projects and use cases emerged, the brand identity system needed updating. Gilmour Craves worked simultaneously on a new website, email campaigns, social media curation, and packaging while refreshing the brand identity system. This hands-on involvement gave us a real-time view of how the Atkins Ranch brand was evolving and which design elements needed to be refined and documented in the brand standards to ensure greater consistency across every brand touchpoint.

• Brand standards refresh

• Website design & development

• Curated social properties

• Email marketing

• Packaging system design