PROJECT OVERVIEW
As Tonya looked at the year ahead – the new store location, the expansion of products and services, the exciting opportunities for business growth – she decided to look at her brand and ask if it was ready to keep up.
She received a comprehensive visual identity that functions well, aligns with her value, and represents the character of her business. With a new logo suite, refreshed palette, brand assets, and a custom illustrated pattern, SK&H can walk confidently into the next chapter with a unique brand that feels inviting, classy, and full of Southern Charm!
Why REBRAND?
THE STRATEGY BEHIND THE CHANGE
The original logo had issues regarding hierarchy and legibility. Since everything is fit inside the pan form, that becomes the main impression at first glance. Pair that with "Southern Kitchen" being bolder and clearer than the script "& Home" and the perception was that this was the logo for a restaurant, not a retail store.
​
For the redesign, I kept the cast iron form because it was core to the business's origin story, but ensured that everything was communicating correctly.
