Good Pantry

Naming Brand Audit Package Design

Real Layers was limited by the name’s connection to frosting, when the clients wanted to expand their offerings to a wider range of products for baking. We changed the name of the brand to Good Pantry, which still communicated the use of real ingredients but also introduced a lifestyle component to aspire to. We added in a tagline that succinctly clarified the product benefits and helped make the distinction between their line of baking accessories and an off-the-shelf baked good. The identity was then redesigned to be more characteristic of visual language that the home baker is familiar with.

The old packaging had too many elements of information, but none of it clearly relayed to the consumer what the product was. We edited and restructured the hierarchy of information and then thoughtfully applied the new brand identity system to the sleeve, resulting in a more comprehensible and appealing presentation.

Soar Organics

Brand Audit Copywriting Package Design

Soar Organics had the right idea with its original logo (tree, leaves, green…), but there was really nothing making their brand stand out from the slew of other organic brands out there. We wanted the identity to make a real statement about the integrity and purpose of its products, as well as the positive impact the company makes through its many sustainable initiatives.

It was also especially important to turn the connotations of the name into something that could never be associated with the negatives around Soar’s homophone counterpart, ‘sore’. Keeping all of the uplifting and inspiring meanings of the actual word top of mind, we conjured every single aspect of flying and ascending until we found our perfect mascot: the mountain goat. Persevering, resilient and adaptable, our goat overlooks the bounteous naturescape that enables organic farming, whether it be in BC where our clients are from, or Japan, where many of the ingredients are sourced from.

The sun lifts slightly away from the O to further reinforce the idea of rising, another allegory for the organic lifestyle and its benefits. And we placed a full stop period after ‘Organics’ to drive home just how pure and transparent the company is, because they stand behind their values without any pretense or greenwashing. To really distinguish the brand’s belief in their matcha and other superfood products, the tagline elaborates on Soar Organics’ steadfast stance on bettering people’s health and the planet, with a lick of playful logic.

Provisions Food Company

Brand Audit Package Design

A nudge and tweak was all that was really needed to improve the brand identity for Provisions Food Company. The client didn’t want to lose the equity the brand had built so instead of a complete overhaul, we simply refined the existing brand elements. The illustration of the fox was redrawn and the type was revisited, making the overall identity stronger and improving scalability.

The old packaging didn’t allow for any stacking and wasn’t in line with how the brand wanted to position itself, so we designed a printed box that utilized photography and a colourful pattern to create a more defined and upscale gourmet identity. The design also allows the product to be displayed both vertically and horizontally on shelves, and accommodates a large number of flavours.

No Small Feast

Naming Brand Audit

Despite having excellent food and services, Grapevine Catering’s brand name and identity were holding them back. The brand felt dated and didn’t convey a highly regarded reputation or tell an interesting story. A full brand audit and redesign better positioned their catering business to rival the competition and appeal to the venues they knew they were suited for. We addressed the need to convey a modern and innovative, yet honest approach to food, while incorporating the more playful side of our clients’ personalities into the supporting visual elements.

Bobbette & Belle

Brand Audit

We refined the Bobbette & Belle visual identity to better reflect their brand characteristics and the superior quality of the products they make.

We redrew the monogram to be more legible and ownable, while adding a French flair through custom filigree, detailed linework and patterns. The result was a flexible and efficient brand system that could be applied across many product forms and continues to be a part of the brand’s success today.

Sweetsmith Candy Co.

Naming Brand Audit Package Design

Sweetsmith Candy Co. was just known as Sweet before coming to us looking for a new name, brand audit and redesign. We turned an unoriginal and problematic brand name into one that effectively captured the craft of candy bar making and the personality of the maker herself.

Unrefined typography, low-quality packaging and lack of an identity system made the product seem amateur and limited the product to farmer’s markets. Inspired by candy store nostalgia, the new packaging elevated Sweetsmith into better retail locations and gift boxes, and had the versatility to accommodate the large number of flavours in Canadian and US markets.

Wildly Delicious

Brand Audit Package Design

After two decades of building a successful and well-loved specialty food brand, Wildly Delicious approached us to refresh their identity and packaging. Our redesign streamlines and modernizes the identity without compromising the brand equity of the former mark, and places it at the center of a cohesive brand language. The redesigned product line consists of 70+ products featuring flavor-specific pattern elements, bold colour blocking, and visually cohesive product families.

Sloane Fine Tea Merchants

Brand Audit Package Design

To better define the brand, this project required a thorough investigation into the roots of the Sloane Tea Company, in particular the British heritage of the brand’s namesake: Sloane Square in London. The result is a complete reassessment of what the brand is and what their values are.

Building upon the notion that Sloane is a ‘gentlemen’s tea’, the result is a versatile icon in tune with the aspects of their products that their consumers identify most with.