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Overview

A local restaurant's brand and logo were redesigned to create a more engaging and approachable appearance for potential clients. The project included a comprehensive competitive analysis to identify opportunities for brand improvement and appeal to a broader audience.

Healthy Rabbit

Sector

Restaurant,
Wellness / Lifestyle

Type

Branding, Research, Logo Design

Role

Brand Designer, Researcher

Year

2025

Credit

The Challenge

How might we redesign Healthy Rabbit’s brand identity to help it stand out as the go-to destination for high-quality, healthy food in its local market?

The challenge was to redesign the logo and brand identity for Healthy Rabbit, a local restaurant in Brantford, Ontario. The new identity needed to better reflect its commitment to fresh, healthy ingredients and help it stand out as a premium, high-quality option in a competitive local market.

Goals

To create a new logo and brand identity that is more engaging and approachable for the target audience.
To better reflect the restaurant's values of offering fresh, healthy, and eco-friendly meals.
To strategically position Healthy Rabbit as a high-quality, premium option in the local market.

Constraints

The new identity needed to align with the existing business values established since 2015.
The design had to function effectively in a competitive local market, including on various marketing materials and signage.

Research

My research process involved a deep dive into the local market and the visual language of health-focused brands. The goal was to gain a better understanding of where Healthy Rabbit could position itself, visually and strategically, to stand out from competitors.

Key Findings

Market Gap
The local market in Brantford has a significant gap for high-quality, healthy dining options.
This presented a major opportunity for Healthy Rabbit to become the leading brand in this niche.

Visual Language
Successful healthy brands use simple imagery, bold fonts, and natural colours (like green, brown, and orange) to convey their values. Logos with too many decorative details or complicated styles often appear messy and unprofessional.

Research Method

I used two primary research methods to guide the redesign process:

Research Method : 2x2 Matrix

This method helped me understand Healthy Rabbit’s position among local competitors by comparing price and healthiness. It provided a visual map of the market, identifying overlaps and key opportunities.

Research Method : Competitive Analysis

I analyzed logos from a variety of companies, including direct competitors, health-focused brands from across the province, and fast-food chains. I compared their design elements (logo type, colors, fonts, and imagery) to understand what visually communicates a brand's identity and what to avoid.

Design Process

Ideation

Based on the key findings, I began the ideation process by focusing on three main concepts: fresh, organic, and healthy. I aimed to create something that are more playful yet simple to communicate the positive and healthy lifestyle. I then brainstormed and sketched various ideas, exploring visuals related to rabbits, fruits, and vegetables. I also experimented with typography to find a font that felt both simple and friendly.

I also experimented with letterform and different layout of typography to find away font that felt both simple and approachable.

Iteration

The sketching and ideation phase led to the development of several logo concepts. I focused on an intentionally imperfect, handcrafted style to give the brand a personal touch and convey a sense of high-quality, artisanal work.

Through a process of refinement, the final logo was created by combining the most effective elements from my research. I used a mix of serif and sans-serif fonts to balance a decorative, cared-for look with a modern, approachable feel. The final design cleverly transforms the two "b" letters in "Rabbit" into eyes, which adds a memorable and personal touch.

Takeaways

This project taught me how to conduct comprehensive competitive research to strategically position a brand. I learned to design a logo and visual identity that not only fits a brand's values but also navigates real-world market constraints to help it stand out.

(Final Solution)