Develop a cleaner menu based on existing branding and make more of the brand principles shine through (more handmade, local, and empowering).
The owner Abigail and I had a lot of conversations and did a lot of research for what she wanted the brand to look like. With that information and the assets we already had from the previous designs, her and I have done two rounds of redesign.
Our first redesign was focused on transitioning out of the old look. With this latest version, which was put in stores in Fall 2017, we’ve gotten a lot closer to our goal and customers have been really responsive to it.