This project transforms an existing family-run business into a modern company with an online presence. A new visual system was developed for the Delphi Family Apiary including a brand identity, product packaging, marketing initiatives, and website prototype.
The company’s ownership group is transitioning to the younger generation who aims to expand their customer base, integrate social responsibility, and establish an online store. They want to maintain brand authenticity but continue to progress into the future with updated visuals and customer interactions.
Prior to the rebrand, this company sold organic honey products in their brick-and-mortar store and local farmer’s markets. With the change in ownership and COVID-19 pandemic, a wider demographic and online presence needed to be established to maintain company longevity. Precedent research and a competitive SWOT analysis were completed to assess the marketplace and develop a brand strategy. Everything from family-run businesses to larger corporations were reviewed to understand the range of customer experiences.
Research and insights were presented to the client with the slides below prior to ideation to get everyone on the same page for the rebrand’s direction. Insights presented included: a clear and consistent brand message, exploring contactless retail during the pandemic, and highlighting social responsibility initiatives.
Design exercises were completed to capture the heart of the brand including modernizing the name and logo. A mind map helped the client choose a name that relates to the historical importance of honey and bees to Greek mythology. Grecian art and imagery were combined with modern typography to connect the logo to the new company name.
Several client presentations were given throughout the design process to get their thoughts on the rebrand’s direction. Their feedback was implemented through changes to the final colour palette, logo layout, and website design.
The updated visual design system was used in the company’s products, marketing initiatives, and website design. These changes help improve brand visibility and reach while appealing to the younger demographic the client is targeting.
Social responsibility was integrated by donating a portion of the profits to charity, supporting other small local businesses, and educating others on bee conservation.
The final website uses UX/UI components from market research to focus on a clean and modern style. Emphasis was placed on a streamlined and user-friendly check-out experience by applying the usability principles: visibility, hard mental operations, and error-proneness. These can be seen in allowing users to concentrate on one check-out step at a time, the option to go back and change selections, and a double confirmation process to check purchases before committing.
Thorough market research at the beginning of this project helped guide the design direction and set Delphi Family Apiary apart from its competitors. This rebrand maintained the authenticity of a small local business while extending their reach with an online store, social media presence, and branded merchandise. This coupled with the company’s commitment to its community and environment provides the basis for a successful and socially-conscious brand that customers will support well into the future.
