+ Logo Design + Visual Identity + Art Direction

Project delivered → November 2024

Here's an overview of my work with a local artisan food shop to refresh their visual identity.

↓

After 13 years in their shop on Cromwell Street in Stornoway, The Good Food Boutique moved to bigger premises in the Bayhead area in November 2024. As part of the move, Founder Emma Campbell-Macleod needed to refresh the shop's visual identity, which had not changed since it opened its doors.

Phase 1 - The Brief

The shop is famed locally for its artisan products, and its delicatessen serves the finest takeaway lunches in Stornoway. The produce is a cut above standard Supermarket fayre, and Emma and her team take great pride in the rich flavours they supply to the town.

The new identity had to incorporate all these elements that sum up TGFB's character. It needed a high-end treatment, but to avoid going too far along that route and becoming aloof, we needed to keep that friendly local shop element.

Emma was also keen to retain an olive tree icon that was part of the original logo.

Pages from the style questionnaire ↓

After discussing the brief with Emma to extract as much relevant information as possible and gauge her feedback on specific design styles, I set about devising two visions for the rebrand…

Phase 2 - The Visions

VISION 1

The delicatessen is the heart of the shop. Fresh, tasty artisanal foods are served daily with the finest ground coffee. The new space in the shop would open up that aspect even more.

I brought a 'friendly local food hangout' vibe with the graphics using bold illustrations, chunky text and inviting copy.

VISION 2

In contrast, I took a broader view of the shop, focusing on the high-quality products and refining space with serifed typefaces.

I took physical products (e.g., gin bottles, cheeseboxes, coffee beans, oatcakes) from the shop and made a brand pattern. Using ink rollers, I inked them and made marks on sheets, letting their natural forms create random patterns. These were then digitised and formed the foundation of this concept.

Phase 3 - Revision

On review, it suddenly became clear that Vision 2 was much closer to the target than 1. Emma liked the look of 1, but tonally, we agreed that it didn't fit with the business's 'luxury' appeal. The brand pattern was really strong on Vision 2, and we looked to develop that further. The general arrangement of type evoking traditional shopkeeping was ideal for conveying a sense of heritage to the brand.

I refined the second Vision, following Emma's lead on colours to match her interior plans for the new shop.

Phase 4 - Delivery

I supplied Emma with all the necessary files to populate print (flyers, staff uniforms) and online (social media, website) communications and templates for Social media posts.

I worked with Stuart at Graphite Signs to help realise Emma's vision for the essential shopfront signage and graphics.

“The new branding is fantastic. It gave us a boost & a much-needed refresh as we enter a new era for our business. I enjoyed working with Pearse. Highly recommended.”

Emma Campbell-Macleod
Founder, The Good Food Boutique

Thanks for reading down to this part.

If you need refreshment of your brand, I currently have space in my Diary. Hit ‘BOOK’ below, or drop me an email at hello@pearseohalloran.com