Cheryl’s brand redesign

Visual Identity, Patterns, Graphics, Style Guide, Packaging Design, Print and Digital Store Signs

In 2016, the Cheryl’s creative team was given the task to redesign the Cheryl’s brand. We had three main goals in this project. First, was to create new branding that was reflective of who we were and what our brand stood for. Next, we wanted to make sure the new branding felt unique and own-able for us. Lastly, we needed to make sure that the new look could stretch across all of the many platforms of our business. We began the project by creating a solid foundation. We revitalized our brand values, mission statement, brand promise, and more.

We then looked at an evolutionary redesign of our logo. To help our customers recognize our brand and associate what we really stood for, we added the word “cookies” back into our name and logo. We then refined our brand story, created our slogan, developed our color palette, graphics and patterns. Lastly we established our new photo styling direction. I then created the brand style guide based on our new visual identity.

Since our rebrand, I have designed numerous items within the new brand handwriting, from packaging to store signage, printed collateral to wholesale displays, and even a Cheryl’s semi truck!