The Blueprint for a BRAND New Beginning
In 2011, Tom & Sheila Johnston opened a local brick and mortar shop in downtown Racine, Wisconsin called Sweet Flame. Widely known for their hand made candles, natural honey, and skin care products, the Johnston’s have since expanded their product catalog with the addition of various gourmet pantry items, essential oils, and an exotic collection of mine sourced opal jewelry. Planning to rename, rebrand and re-launch the store in 2016 in order to accommodate to the growth they were experiencing, the Johnston’s brought D’Mario Design on board in late 2015 to provide a hand in creating the shop’s new brand identity and creative direction.
With “Red Moon” already selected as the shop’s new name, the first step of this process would be to take the Johnston’s working progress for their store’s new logo icon and further develop it into a wordmark logo that would effectively raise awareness for their new brand when implemented onto company collateral, products and other merchandise. Initially, three wordmark logo concepts were prepared, each designed to address the Johnston’s goal of communicating their shop’s broadened niche by presenting a less product specific brand with a more modern/sophisticated touch.
After much thought and careful consideration, the Johnston’s would ultimately decide on the middle wordmark logo concept as Red Moon’s official logo (depicted above). Along with the approval of a new logo, came their decision on a company typeface for the Red Moon brand, “Aspergit,” – the same typeface used within the shop’s new logo. From this point, the next step of rebranding Sweet Flame would be to re-define a creative direction for the renamed brand as a whole.
Starting out, the goal was to create a visual for Red Moon that would tell the “brick and mortar” story of Sweet Flame and the variety of products that are handmade, by Tom Johnston, within the store’s workshop. To accomplish this, the first concepts for Red Moon’s creative direction were approached with a combination of Bauhaus-inspired typography/color techniques and self-taken photography of organic elements found within the store’s workshop and show room (depicted below). However, while in the midst of this initial process, D’Mario Design received a phone call from Tom that would initiate a change of plans.
Hey Juwan – I’ve been thinking more about how I want the Red Moon brand to be visually presented and I think I’ve got the perfect solution! Since we’re still the same locally-owned business, I believe incorporating our downtown surroundings of Racine would be great way to communicate our high-level of pride in the community. That idea got me thinking of places around Racine one might actually go to see a red moon. I then realized that on almost any night of the week, if you’re looking at the moon in general, it would more than likely be shining over Lake Michigan – which is not only less a mile from our store, but it’s also one of downtown Racine’s most recognizable attractions. That being said, I’d like to see one more visual of the Red Moon logo as if the moon icon within the wording were shining directly over a body of water much like Lake Michigan. Let’s see how that looks…
With Tom’s grand idea in mind, D’Mario Design provided a concept for Red Moon’s new look that would eventually be selected as the official creative direction for the brand (depicted below). Once finalized, the materials provided by D’Mario Design were used to promote and present the relaunch of the local brick and mortar shop, formerly known as Sweet Flame. On April 25, 2016, the Johnston’s would replace the signage of Sweet Flame’s storefront and showroom window, officially opening their doors for the first time as Red Moon. Soon after, they would launch Red Moon’s new online store (styled by D’Mario Design), offering a wide selection of their premium handmade essential oils, an exotic collection of mine sourced opal jewelry, and a variety of other high-quality gemstone jewelry pieces. Since it’s grand re-opening, the launch of Red Moon has received great response and much support from the community of Racine, Wisconsin. Browse RedMoon.rocks >
View the full collection of Red Moon’s marketing materials, provided by D’Mario Design!