This was a re-branding project that I was tasked with when taking my Branding class at Grand Valley State University. I was tasked with choosing a local business that I felt needed to be revamped. I ended up choosing Changing Thymes which is a local vintage antique store based in the Grandville, MI area. This is a place that I frequent often, so the goal was to keep the overall essence of the store without losing that vintage feel it already has. One of the main problems for the store was that other than having a logo, they’re overall brand identity wasn’t there which included extremely confusing outdoor signage which was different for both locations.

In order for me to fix this problem I took time to talk with the current creative director of the business to get an overall feel for who their target audiences were along with the current market trends that they have been seeing in the second-hand vintage market. In their original logo (to the left) they use an herb called Thyme which is a direct callback to the name. In my opinion I thought this was too on the nose and didn’t communicate what they were selling to the community. They pride themselves on being a spot for local artists to set up shop and sell their merchandise in a space that will allow for their work to grow. Since this was the main mission I didn’t think the current logo communicated this which is why I made the change you see to the right.

In order to keep the overall vintage feel I wanted to incorporate a different type of plant which is where the sprout comes into play. A sprout is representative of a foundation, a new beginning. Since their main mission is to allow local vendors to get their start, I thought it was a perfect way to communicate that sense of growth they have towards their vendors. On top of redesigning the logo, I was tasked with creating an overall brand identity that included things such as: outdoor signage, an updated social media presence, pop-out event posters, a tote bag, gift card, and zine.