I enjoy working with companies that have been around for many years and helping them rebrand. Rebranding a business that has been around successfully for more than 50 years can be extremely challenging. When Lohrenz Farms approached me to help with their massive rebranding, I was quite thrilled. To recreate a brand that has been around for more than 50 years would mean I would have to pull out all the stops.
When rebranding, it is very important to understand the reasons behind the rebrand. Is it because the company’s core philosophy has changed or their product line or services have changed. Or is because the company feels their branding looks dated. Some times, it could be that the stake holders are simply tired of the old brand.
Understanding the reasons are key because it will help you as the brand strategist and brand identity designer to come up with the right kind of design solution. The new design style and strategy would have to align itself with the key reason for the rebranding.
Also, it is very critical to balance the wish list of the stake holders with what you think is right for the brand in terms of design aesthetics. A rebrand can backfire and hurt the company is not done properly or if done for the wrong reasons. It is the design professional’s job to ensure that the rebrand benefits the client.
Here are some gorgeous images of the branding in action: