Brand Redesign

In early 2024, I began work with Jennifer Meyer on her Healdsburg business, BarraYUM. This business produces gluten-, nut-, and dairy-free granola bars.

With Jennifer, I worked to survey the current state of her brand and discern what was most important to her. What did she want to convey in her new brand? My resulting work was a new and redesigned brand identity, website, and Instagram philosophy. I implemented new fonts, logos, and image philosophies. To the left is the compiled brandboard summarizing my work for Jennifer.

Site constructed by Kenny Hamann

Design Process

My process follows four steps: survey, consult, design, combine. I begin by surveying the existing brand and audience perception, then consult with the business individual(s) to align goals and constraints. From there, I design visual options grounded in the brand's voice, and finally combine the strongest elements into one cohesive identity system.

Brand Survey Questions

I use survey questions to uncover the brand's real foundation before any visual direction is chosen. Core questions include:

• Who is your primary audience, and what should they feel when they encounter your brand?
• What values and personality traits define your brand today?
• How would you describe your business to a friend?
• Which current visuals are working, and which ones feel outdated or off-message?
• What do you want to be known for in the next one to three years?
• Who are your closest peers or competitors, and how should your brand stand apart?
• Who are your ideal customers?