Rhubarbe - Re-Branding

rhubarbe

6.1

mandate

Rhubarbe is a natural pastry located in Montreal that serves unique desserts all made with local fresh products. The challenge was to elevate their branding by conveying dynamism and freshness.The most exciting part when rebranding Rhubarbe was to be able to grab their existing branding and transform it without losing its essence.

6.2

insight

The name Rhubarbe itself was an amazing opportunity to explore its relationship to the vegetable rhubarb itself and use its elongated shape as a symbol for the company. At the end, even though their name is Rhubarbe, they do not sell much rhubarbe products or acid products so the best way I found to integrate the name with the logo was to go for an indirect approach alluding to rhubarbe.

6.3

outcome

The final logo shows an indirect relationship to rhubarb. The way the R goes both above the ascender line and below the descender line, alludes to the rhubarbe in nature, as it is a vegetable that grows from the ground to be tall leaves. The colors are representative of the products they offer as many of their desserts are pastel colors like macaroons and cheesecakes.

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