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Overview

Developed a new brand identity and logo for the local restaurant Healthy Rabbit, creating a more engaging and approachable presence. Conducted a comprehensive competitive analysis to uncover opportunities for improvement and appeal to a wider audience.

Healthy Rabbit

Sector

Restaurant, Wellness / Lifestyle

Restaurant,
Wellness / Lifestyle

Type

Branding, Research, Logo Design

Year

2025

The Challenge

How might we redesign Healthy Rabbit’s brand identity to position it as the go-to destination for high-quality, healthy food? The new identity needed to reflect its commitment to fresh ingredients while standing out as a premium 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.

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.

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

Research Method : 2x2 Matrix

Mapped Healthy Rabbit’s position among local competitors, using the visual to highlight market overlaps and identify key opportunities for differentiation.

Research Method : Competitive Analysis

Analyzed logos from direct competitors, health-focused brands across the province, and fast-food chains. Compared design elements—such as logo type, colours, fonts, and imagery—to understand effective visual communication and identify what to avoid.

Design Process

Ideation

Focusing on three core concepts — fresh, organic, and healthy — I aimed to create a playful yet simple identity that communicates a positive, healthy lifestyle.

Iteration

The design uses a handcrafted style to convey a personal, artisanal feel. A mix of serif and sans-serif fonts keeps it modern and approachable, while the two “b”s in Rabbit are cleverly turned into eyes for a playful, memorable 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)