Today I’m launching the all new refreshed look of The Dough Bar brand! I’ve spent the past nine months thinking, contemplating and dwelling on if I was ready or needed to refresh my brand. I have to admit I was extremely attached and very scared but with some encouragement and a great team, today is the day a new brand image is born!!
You might be asking why a rebrand Rosilind? Your logo was so pretty. Honestly, this was very bitter-sweet for me as I loved my previous logo. That logo was a work of art by my sister and in-house graphic designer Kimberly Coleman-Pagan. We worked on that logo together and it was the first significant thing we had done together in business but, I’d come to realize that while the logo was pretty it wasn’t a part of a cohesive brand strategy – I had bought a truck, that is supposed to hit the streets for special events, our packaging had changed due to new products, everything was a hodgepodge of stuff. I agonized and swallowed the bitter pill of reality and went to my sister to discuss saying goodbye to our work. Kim has always been one of my biggest cheerleaders so of course she was very supportive and completely behind me in my choice to move forward and rebrand.
Since launching The Dough Bar nine years ago we have evolved, moved and suffered some bitter-sweet moments – transitioned from a mail order chip and oatmeal only cookie company in Atlanta, GA to a treats and sweets local bakeshop in Dallas, TX with delivery and pop up locations. The choice to rebrand came around the time I was having a crisis of commitment to my business.
I was wavering whether or not to stay or go but something deep within said “dig your heels in, stay and fight.” In my mind that translated into shedding our old skin and refreshing our brand to symbolize where we were NOW in business. To let go of the bitter past and embrace the sweetness of right now and smell the awesome goodness baking in the oven for the future.
Salty but Oh So Sweet!!
One might say I’m a bit of a control nut…hehe that’s the polite way of putting it. But like any good nut I was a bit salty giving up creative control of my brand to Nikki. Yes, I was confident in her abilities, she does AAAAHHMAZING work, but hey let’s face it those weren’t my brands and I was special. Well at least that’s what I tell myself every day in my head – LOL. Nikki was sweet, patient and oh so intuitive. She talked me down off my ledge of clutter and mucking up a brand she worked so hard on and presented to me the most beautiful feminine, yet bold and clean imagery I could have imaged. It truly is amazing what fresh eyes and taking your hands off of something that’s “Not My Dream” (more about that quote later) can do for you.
This refresh has taken many long hours, even longer nights, some amazing talented and sweet creative individuals and batches upon batches of cookies to finally come to this sweet evolution. Keep reading for a glimpse into the creative patient heart of our sweet and amazing graphic designer Nikki Nuckols at Doodledog Advertising who along with her team helped us shift out the lumps. See our brand board revealed and then drool over the amazing goodness she baked up for us that is our new brand.
Take it away Nikki…
What was it like working on The Dough Bar project?
It constantly made me hungry 😉 Staring at pictures of ingredients, cookies, and other sweets was basically torture, but so worth it in the end to see everything come together beautifully!
How did you come up with such a delicious brand board?
Listening to Rosilind talk about her brand, what it means to her and where she sees it going, gave us a perfect foundation for the design board. We started be creating the inspiration board, which led us to a complete brand overhaul and redesign. We wanted to create something beautiful, elegant, and timeless. We wanted to create something that could be on the side of a food truck and turn heads, as well as on a tiny gift box with yummy treats inside. We wanted to create a delicious brand that people would remember!
We started by creating an updated brand identity for The Dough Bar, including a new color scheme, scripted gold foil logo, and print elements. This new brand identity brings out The Dough Bar’s sweet and elegant personality, and gives potential clients a taste of the quality The Dough Bar strives to put in all their treats.
For us The Dough Bar isn’t just a cookie company it’s a life style, it’s about living your sweetest life on purpose and enjoying every moment of it. I want to thank all of you out there who have supported The Dough Bar over the years and continue to support us. I hope you have enjoyed the journey thus far and will continue with us as we evolve and grow.
Until next time. Be Sweet!