Visual Branding Case Study: Morning Fog Studios
Since opening Morning Fog Studios in 2014, Heidi Young’s business selling personalized etched glassware grew and evolved to include e-commerce, wholesale, and licensing revenue streams. She came to us in 2021 seeking a visual brand refresh that better reflected her multi-faceted business and connected with her target customers.
Heidi’s existing logo felt disjointed from the aesthetic of the glassware she was selling, and was holding her back from presenting her business to the world.
Before:
Heidi’s original DIY logo
After:
New logo designed by Curious & Co.
We took the idea of the umbrella from Heidi’s original logo and, with a playful nod to the drinking glasses she sells, turned it into a drink umbrella.
This mark partners nicely with the refined-but-approachable type treatment. The umbrella mark can be used as an isolated design element or alongside type — the typography can also stand on its own in instances where Heidi chooses to forego the umbrella.
We also created a flexible, simple, and calming Scandinavian-inspired color palette for the brand, with Deep Sea and Mist (the existing Morning Fog brand colors) used most prominently, and Jade, Mellow, Dew, and Stone introduced as modern accents to be used sparingly when needed.
Heidi was looking for a repeat pattern that could be used on tissue paper and gift wrap. We created a seamless pattern using a few of the marks with varying scale and orientation to add interest, while keeping a monotone layout that is pleasing to the eye and conducive to one-color printing.
A priority for any visual brand we create is flexibility.
Having a variety of marks to choose from that work on simple or complex backgrounds, whether dark or light, is key to always presenting a brand in a polished and professional light.
When Heidi ships orders to her online customers, it’s important to include details on how to care for each piece, and how to find Morning Fog Studios online for placing future orders and social media engagement. A business card and dishwashing insert were simple ways to further incorporate the new branding and tie everything together.
We are pretty smitten with that sweet drink umbrella as a standalone element for social media!
Several months into using her new brand assets, Heidi reports:
“My business now looks more cohesive and professional. The brand represents the company well, and the quality of the designs is unmatched. Brooke and Terry are artists and geniuses at making a logo fit the company, reflecting the target audience’s taste — my customers love it.”
Does your visual brand truly reflect your business?
We love working with business owners to define their unique voice, create a visual brand that clearly communicates that message, and connect them with their target audience through the power of good design. No matter if you’ve been in business for a decade or a year, could your logo & visual brand be doing more to connect you with your target audience? Let’s chat!