We kept the integrity of the nostalgic logo in tact and made minor updates to bring the logo into a more modern space. We cleaned up the lines, simplified the curves and increased legibility. We also adding hatching, an artistic technique to create a tonal shading effect. This technique found in vintage illustrations grounds the brand in nostalgia, while updating the overall look and feel. Rather than doing away with the brand’s existing typography, we complemented it with a similar style — to increase legibility and creating appropriate layouts for use in headlines and call-outs across the newly updated brand materials.

Along with the website, we updated their weekly newsletter. We incorporated more white space, new photography and typographical hierarchy from our new brand updates. We created multiple templates the internal team could use and organize when weekly content needed to be sent to customers and prospective customers.