The shop owner told me they see a lot of older adults, especially during the winter when people travel to Florida to escape the cold weather. However, this led to fluctuations in income for the shop. Therefore, she wanted to expand their customer base to families and younger adults/teens. Commonly, she heard customers say they didn’t know the shop existed and they happened to stumble upon it while being in the area or heard about it from a friend.

My first goal was to specify the expressions and feelings the shop should be expressing. Ultimately, the shop owner wanted a fresh and fun aesthetic. Something to catch customer’s attention online and they would want to come into the shop to take pictures.

From here, I worked through various branding options and we eventually landed on a light pink theme. We took new photos of all the menu items and got lots of customer photos in the shop. All images and videos were edited similarly bright and airy to further create a recognizable brand. The physical shop was repainted a light pink to fit the online aesthetic. We also added custom posters and menus, put in new flooring, and trendy decor.

The rebranding worked wonders and the shop started seeing more families and lots of compliments on our social media’s (Instagram, Facebook) and the physical store. Many customers would come in daily and point to pictures and videos on our socials for what they wanted to order as they said it looked so good they had to come try it. The store’s yearly revenue increased by 1,000% and I was eventually asked to come up with a logo for their idea in a name change for the shop.