In an effort to boost brand recognition, we launched a strategic evolution centered on updating the logo and brand palette. Despite ongoing advertising efforts, the brand ranked 9th out of 13 mass retailers for recall, with only 21% awareness. The existing logo, while familiar, suffered from scalability and legibility issues, making consistent communication challenging. Key limitations of the current logo included complex color schemes, scalability issues, and dated design elements.

The primary goal was to optimize the visual identity for physical and digital experiences, ensuring greater recognition and recall. While preserving equity in the lowercase brand name, pinwheel icon, and purple color, we modernized these elements to better represent the brand and resonate with the target audience. Minor updates like transitioning to a monochromatic pinwheel and adopting a more modern font, aimed to address these while maintaining continuity. The aim was to enhance recognition, recall, and awareness by making the logo more adaptable and visually appealing, while also modernizing and future-proofing the brand to ensure its continued relevance.