If you don’t understand who your business serves, you’ll forever be stuck in a constant loop of throwing any and everything on the wall and seeing what sticks.

When organizing the brand identity for a new brand. It’s important to consider who the business actually serves. For this Strategy Session, we needed to first establish a clear Mission + Vision before we could define the target avatars the business serves. Once that was handled, the styling and content strategy became easier to push out. 

 Even if this were a new brand, the mission and vision statement tells us that this is a brand for everyone. The logo and branding should reflect that. That’s why we used muted tones and highlighted the customer avatars.

For this revamp we reimagined the colors and feel of the brand. Before, Pure and Wholly solely marketed towards woman, despite this being a brand that has both male and female customers already.