I get excited about every client project, but I was especially excited when Breanna Walton approached me about designing the brand for her one-of-a-kind company, Roll With The Punch.
Run out an adorable retro camper, Brea and her husband Corey cater creative craft cocktails and signature punches to weddings and other events.
Step 1: Brand STrategy & Moodboard
At the beginning of every client project, we start with the brand strategy. It is so, so important to have a clear strategy before beginning the design to know how to position and present the brand.
The following are the brand buzzwords we came up with for Roll With The Punch:
After completing the brand strategy, the next step was to create a moodboard. Moodboards are used to visually represent the brand concept and style. It evokes the brand buzzwords used in your brand strategy and serves as a guide throughout the design process.
In this moodboard I wanted to capture the feeling of an outdoor dinner party with your best friends—pulling from the brand buzzwords of “joy,” “fun” and “comradery.” I tied in a touch of nostalgia through retro-inspired graphics.
Step 2: Logo Design
Although a logo is not a brand, it is one of the most recognizable elements of a brand.
A great logo is simple, memorable, timeless, versatile, and appropriate to its audience. Achieving all of these qualities in one graphic is not easy; logos are deceptively difficult to design. As Louise Fili has said, “a great logo appears effortless—and is, of course, anything but.”
Like many business owners, Brea struggled to DIY her logo before reaching out to me. She had a great concept and a good start but couldn’t get it quite right. She knew she wanted to use a lemon shape and incorporate a hand-drawn element.
LOGO OPTIONS – ROUND 1
For the first round of logos, I selected fonts with a handmade feel and placed them in the lemon shape. I added texture to the vertical versions for additional visual interest. For the horizontal composition I added wheels to hint at their camper.
Brea didn’t love the font options. She liked the idea of pairing a sans-serif and script font instead. So in the second round of logos we explored that...
LOGO OPTIONS – ROUND 2
For the second round of logo options I used two font pairings in three variations. Because these fonts were bolder than the previous ones, I decided to add an outline to the lemon shape for balance. The uneven weight of the outline also added a handmade element to the design.
Breanna selected the horizontal composition with the condensed font pairing as her winner!
Step 3: Brand Identity System
A brand identity system establishes the fonts, colors, and other visual elements of a brand. Each element is carefully selected to evoke the style + tone of the brand and work well together as a whole. The system is then used to guide the design for all brand materials—website, business cards, social media graphics, media kit, etc. Sticking to this system is the key to creating a consistent brand identity that makes your business recognizable and memorable.
I loved working with Brea on such a fun project and am thrilled with how it turned out!
What do you think of the new brand for Roll With The Punch?
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