The Successful Rebranding Tips

Stanley Chase III, the owner of Louisville Vegan Jerky Co., is standing at a table with their product pacakging infront of him

As your business expands and undergoes changes, it's imperative that your brand grows alongside it. However, determining the right time and approach for a rebrand can pose challenges. For Stanley Chase III, owner of Louisville Vegan Jerky Co. (LVJCo), rebranding became a natural progression as his business flourished amidst evolving competition and a broader market landscape.

What initially sprung from an accidental burnt meal has blossomed into a thriving enterprise, featuring a diverse range of 12 flavors available nationwide. A significant driver behind this success has been the innovative and daring packaging design.

In this narrative, we'll delve into the transformative journey of a brand, highlighting the pivotal role of revamping its visual identity as it scales. This process is essential not only for maintaining a strong rapport with existing customers but also for capturing the attention of new demographics.

Throughout this exploration, we'll delineate four distinct phases that businesses typically traverse during the journey of successful rebranding, all under the purview of a Logo Designing Company.

This piece provides insights into the brand journey and the importance of rebranding a business. It offers five tips for successful rebranding. The story is about a vegan sandwich founder who accidentally overcooked soy protein, but later shared it with friends at a bar, making the snack a hit.

DIY (do it yourself)

Stan, with a self-taught graphic design background and an illustrator brother, collaborated with his brother to create LVJCo's first label design in 2012. The design featured famous Louisvillian figures, including Enid Yandell, Pete Browning, and Tod Browning, representing their hometown pride and vintage aesthetic.

three packages with labels featuring historical Louisville figures

Refinement

five vegan jerky packaging with front and back printing

Stan collaborated with Top Level designer Mj.vass to create two new flavors featuring historical Louisville figures, Reuben Durett and Paulette. The bag's design features a Kentucky state window, bold colors, and larger fonts, while maintaining the original look and feel.

LVJCo, a Louisville-based vegan snack brand, gained popularity through word of mouth and social media marketing. As other vegan jerky brands emerged, the company needed to expand its market presence and differentiate itself from competitors.

Expansion

LVJCo celebrated their 10-year anniversary, and Stan redesigned their packaging to stand out from competition and appeal to a broader audience. He enlisted Mj vass to spearhead a rebrand, aiming to maintain their indie aesthetic while incorporating trendy and contemporary elements, while retaining Louisville-inspired themes.

a person sketching buildings with a pencil

Mj.vass, an independent Louisville-based brand, updated its packaging design with bolder fonts, bright colors, and vector elements, while retaining historical figures. The new design features non GMO, vegan certified, and gluten-free certifications, allowing LVJCo to showcase its products confidently.

sketch of building that has been applied to packaging design

Experimentation

Stan uses small batch flavor drops as a visual treat and experimentation platform for LVJCo, allowing them to connect with customers creatively and collaborate with organizations with similar values.

Queer KY, a prominent group in Kentucky, is a key example of a snack company that supports their cause and promotes their work through their Shelby Park bag, demonstrating their commitment to community.

Conclusion

the evolution of Louisville Vegan Jerky Co. demonstrates the necessity of adapting your brand as your business grows. Stanley Chase III's journey highlights the importance of rebranding to stay competitive and appeal to new markets. Through phases of DIY, refinement, expansion, and experimentation, LVJCo successfully refreshed its image while staying true to its roots. Their story underscores the significance of strategic rebranding in maintaining relevance and fostering growth in a dynamic marketplace.

The Rebranding Tips From a Successful Small Business