Eat Local Ohio: The Rebrand that Never Launched
When I was given with the opportunity to work with Eat Local Ohio on their rebrand, I was pretty ecstatic to partner with a brand that had a mission I related to.
Eat Local Ohio is on a mission to showcase all of Ohio’s local independent restaurants, and after doing that with Downtown Memphis Commission, it was natural I felt attached to what they were doing. They were great to work with and very responsive, but ultimately we never got to launch a new look. Ultimately, they couldn’t decide on a style. But I hope one day we’ll be able to pick up where we left off.
Before I dive into the avenues we explored, here’s a look at my top proposal:
The first proposal
ELO wanted to focus on a mark that locals could be proud to represent and one their employees would be proud to wear on merchandise. I proposed two full rebrand concepts. First focused more on a single, circle mark that emphasized “Eat Local”. Below are some examples from that proposal.
The second proposal
On ELO’s website, they had several sayings that were more pronounced than others. As I discovered those, I wanted to create a logo system that could easily be translated into these sayings and keep everything looking on-brand. I called them “local wisdoms” and wanted them to live online or on merchandise, posters, coasters, etc. as ELO wanted people to fall in love with their brand.
Below is the family of logos as well as some mockups.
Increase Facebook Presence
One goal with ELO was to increase their presence on Facebook. Since most of their social media following was on Instagram, I thought to bring a new punch to their brand by providing video on the Facebook header to match their new identity. I recorded a sample video for them to understand direction, and if things progressed, we’d film a high production scene.
Here are some of the initial concepts I built for ELO that lead to the final two proposals.
So what happened?
Ultimately, ELO couldn’t decide on a specific direction to go in. After we explored many directions and mood boards, there were too many people who had to say “yes” to the logo and there were probably too many opinions to please.
When you’re rebranding, it’s important to remember that your logo isn’t your brand AND it’s not always about pleasing everyone in your organization. You have to know that your branding is supposed to resonate with your consumers and your target audience.
Do I believe either of the proposed brand identities would have worked? Yes.
Could I envision people putting stickers of the logos or various “local wisdoms” on their laptop, car windows, backpacks and restaurant walls? Yes.
Hopefully, ELO and myself will be able to revisit their brand identity, but working with them was enjoyable and I hope these logos get to live out in the wild someday.
Are you a business that needs a rebrand? Do you have an identity that just doesn't feel right, or isn’t resonating with your customers as well as you hoped it would? You’re in the right place. Send me a message and let’s get to work.