The remaking of a brand

Design pros at AlphaGraphics share the

To say choosing one winner in the Business Makeover Contest was difficult sounds cliché, but it is true. After much deliberation, Lowcountry bakery Sprout Momma was chosen as the Grand Prize winner. Sprout Momma is a much-loved bakery that, like many small businesses, has been most focused on running its business and less worried about its brand identity. They say the shoemaker has the worst shoes and in the case of Sprout Momma, the baker had a stale brand. 

As part of the grand prize, AlphaGraphics is refreshing the Sprout Momma brand including logo, graphic assets, menus, in-store graphics and more. Barry Wilson, co-owner of AlphaGraphics along with his wife, Rita, provides a peek behind the curtain on the redesigning process that is underway now. 

New location, new brand 

“The timing of this prize could not be better. Sprout Momma is moving into a new location, so we have the opportunity to work with the team to bring the brand to life in the physical bakery,” Wilson said. “Our design team started with a range of logo and color options that we will narrow down to one that will be fresh but enduring.” 

Five ingredients to a brand redesign

1. Conduct a brand audit. Review your current brand elements and honestly assess if they represent what you stand for. 

2. Establish your value proposition and key message. Define in one or two statements what makes your company unique and why someone should do business with you.

3. Develop your creative elements. This includes colors, fonts, logos, imagery and overall style.

4. Implement your strategy at all touch points. Consider how your brand will look in social media, your website, in-store, on printed elements and even vehicles.

5. Analyze and refine your identity. Once you see the elements mocked up together, ensure they convey the message you want.

A work in progress

AlphaGraphics and Sprout Momma share a peek behind the curtain and some of the logo concepts they are considering. Their final identity will be unveiled in the spring with a ribbon-cutting ceremony at its new location at 93 Arrow Road on Hilton Head.