• A premium product deserves premium branding

    Nothing shapes trust faster than how your brand looks.

    If your visuals no longer match the direction of your growth, it's time to reinvest.

    The following is a case study of the brand overhaul I completed for a small business in Stone Harbor, NJ.

    See how I helped Pure to say less with more intention. If you're ready for a brand upgrade, let's chat.

  • logo redesign

    The primary challenge for Pure was that its logo looked too similar to Instacart's. The dimensions of the logo was awkward: the carrot too small to be impactful, and the logo struggled in horizontal and vertical spaces, forcing the owner to juggle multiple versions. See the before and after.

    For this logo redesign, I kept the carrot for brand recognition, but changed everything around it.

    I introduced a younger, fresher color palette. Convinced the owner to ditch the overused Montserrat font. Modified the carrot into a cone for the ice cream to bring cohesion to its sister brand, Pure Twist. The new logo is clean, modern, bold; playful yet restrained.

    And I ensured a single logo design works seamlessly iin horizontal, vertical, and social formats.

  • website redesign

    Pure has a great product, but the website felt far less than premium with a haphazard structure, inconsistent messaging, and lackluster photography. See the before and after.

    My complete redesign included rewriting and reorganizing content, on brand photography to elevate perception, selecting new distinctive fonts to complement the new logo and improve legibility.

  • print collateral

    With a new logo and a new website live, the print collateral had to level up. Visuals and messaging must be unified across platforms for brand recognition and to build trust. Trust is what drives conversions.

    I redesigned the entire suite of print collateral for Pure, including:

    • Cafe menu
    • Print ads in magazines
    • Promotional postcards
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