Ahhhh! I’m so excited to share this rebrand project with you! I connected with Kenzie at Luxe Naturals earlier this year to redesign her logo for her luxury skin and hair care company.

Originally Kenzie was looking for help nailing down brand fonts and colours, but as we chatted the project evolved into a full rebrand!

Working in a Design Intensive

Kenzie hired me for a design intensive—if you want to learn more about Intensives, read here. Typically we complete work in one business day. But this intensive was booked over two days because mom life🙃 but we set to completing her prework and getting some inspiration.

As with design intensives, I can’t guarantee to build a whole visual brand—including secondary and submark logos, patterns, and custom illustrations—for my clients as we are at the mercy of the timeframe—in this case, two 4-hour days.

Creating a Luxury Brand

After Kenzie completed her brand questionnaire that goes in-depth on her business, her motives, competition, target market, and visual identity goals, I set out to pull some inspiration.

Because of the name of her business, Luxe Naturals, I wanted to find inspiration, fonts, and colours that reflected that.

A key element of Kenzie’s products is that they are all-natural. She strives to have organic and natural ingredients. So with that focus, I set out to find organic and earthy tones for her brand colours. I wanted to find colours that also felt luxurious because they tied into her business name and alluded to the luxury of natural ingredients.

The primary colour palette came to life with beautiful shades of green, terracotta, and tan. From there, I made a secondary colour palette for Kenzie to use with sister products that she hopes to launch in the future.

Designing the Visual Brand

After Kenzie agreed on the colours and fonts, it was time to build out her visual identity.
I sketched some ideas on paper and by the end of the first day, I was getting those ideas into Illustrator and ready to share.

Day 2 began with sharing the concepts for the logo. Kenzie and I spoke about incorporating a floral element of greenery icon—a magnolia was chosen.

I shared three concepts with Kenzie and she LOVED the first concept. So much so that there were NO edits😱🎉

This rarely happens—not because the concepts aren’t good, or that my clients don’t like them. Typically we need to work a little more at uncovering their vision and ensuring we’ve got the right idea to move forward with. But in this case with Kenzie, I nailed it😭

Making Additional Luxury Logos

Since we still had the remaining four hours Kenzie and I got to dream up some more logos for her parent brand, Luxe Naturals, and the sub-brand for men.

I was able to build out several brand identity assets for both lines. Kenzie ended up with primary, secondary, and submark logos for Luxe Naturals. And primary and secondary logos for the men’s line!

With the men’s care line, Kenzie didn’t want it to be overly feminine. So we worked in a magnolia leaf to tie into the magnolia flower on the main product line. Then keeping a similar structure to be a cohesive brand with the main product line.

Overall both the primary line and the men’s line needed to feel like one cohesive brand. And I believe that we were able to accomplish that. The key values of luxury we in the forefront of these designs and I believe we achieved that.

Finalizing the Brand

Working with Kenzie was so much fun and I ADORE the new branding for Luxe Naturals. Kenzie received:

• a primary and secondary colour palate,
• custom fonts,
• both raster and vector files of the primary, secondary, and submark logos,
• as well as raster and vector files of the men’s primary and secondary logos. 

In addition, I provided a full brand guide on how to use these logos. And uphold the luxury brand as Kenzie’s business expands. Brand guidelines are so important for a business. They provide employees and contractors rules on how to implement the brand and maintain it’s integrity. This was a big piece Kenzie wanted with the brand as well. And I’m so glad I was able to provide that for her.

Luxury Brand Review of Working With Hoffman Creative Co.

Kenzie had nothing but kind words to share after our project was over. You can read her review of working with me:
“Maggie was an absolute dream to work with! I hired her because I was feeling stuck, and knew I needed re-branding to elevate my business and stand out from competition in an ever-growing market. I found Maggie, and it was like a match made in heaven. Everything from her questionnaire, to the platforms she uses to communicate and collaborate was incredibly thorough and she was quick to respond and shift direction as needed every single time. Not only that, she works HARD and FAST. In 2 days (8 hours) she was able to design several logo variations and pick a primary and secondary color pallet, fonts, and graphics. I had asked her if she could also throw together a separate variation of everything for a men’s care line and she did not hesitate! She is so sweet, and understanding and takes what you give her and creates a masterpiece! Without a doubt, I would hire Maggie over and over again.”

Work with Hoffman Creative Co.

I can’t wait to see all the amazing things Kenzie does with Luxe Naturals. I know her products are going to break the industry with high-quality ingredients and now luxury branding. 

If you want to chat about building out a custom visual identity, let me know. I’d love to bring your business to the next level.