Let’s Talk Brand Expansion
Hoping to Elevate Your Existing Brand Without Starting From Scratch? Let’s Talk Brand Expansion
Brand expansion is taking an existing, established brand and adding or adjusting elements to make it more robust or cohesive. These expansions can include a logo refresh, additional illustrations or graphics, fresh photography, updated colours, modernized fonts, brand messaging, product naming, campaign taglines, crisp packaging, or a new merch line.
Is Brand Expansion Right for You?
It’s worth considering a brand expansion if:
- You like your brand, but you feel like it isn’t reaching its full potential
- You want to differentiate yourself in a new or challenging market
- You’re lacking consistency across platforms and need a more cohesive, strategic plan
- You’re looking to expand your business into packaging, web, etc. but need assistance getting to that next step
- Your website is outdated and doesn’t accurately represent you
- You are launching a new campaign, product or service
CJ Brand Expansion Case Studies:
Petal & Kettle, a well-known floral shop in Parksville, had a basic logo they liked, but felt that they wanted to expand their brand in new ways. They wanted some stamps, and some new social media avatars that complimented their logo. We decided to create a few additional submarks they could use in a multitude of ways, as well as a brand illustration and colour palette inspired by flowers & ferns. Pettle & Kettle has brilliantly applied these on flower cards, stamps, tissues, and elevated their simple logo into a full visual brand identity.
Rainwater Soap & Candle Co is an established, well-recognized Vancouver Island brand, however, owner Deidre felt that the newest iteration of her labels didn’t accurately represent her products.
In order to elevate her packaging, we decided to expand on the concept of rainwater by adding a spot gloss to her labels to make it look like raindrops and falling rain. We also pulled the iconic tree back into her labels in subtle ways, streamlined her fonts, and stripped everything back to black, cream, and kraft paper. These subtle adjustments modernized the brand, and echoed the refined aesthetic Rainwater is known for. As a longstanding business with existing brand recognition, we wanted to let the recognizable pieces of her branding shine, and mirror the high-quality of her products in quality packaging.
When it comes to brand expansion, what you need depends on your specific situation, but there are so many ways you can expand on your existing branding without going back to the drawing board all together. It’s a great option if you have existing brand recognition in your market, or a limited budget.
Reach out to us to find out if brand expansion could work for you.
For a full brand expansion case study check out our work for Realm Food Co.
Written by Majorette
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