Rebrand & Visual Identity Update

Weckerly’s original brand identity no longer reflected the company’s aesthetic direction or physical presence. The previous color palette featured a mix of blue, yellow, sweet cream, pink, green, and purple, which felt disjointed and inconsistent across digital and physical touchpoints. In particular, the blue tones clashed with the pink-based design of the Rittenhouse shop. The brand needed a refreshed visual identity that unified all materials, reflected the shop’s look and feel, and aligned with the owner’s creative vision.

BRAND Identity

I began the rebrand by updating Weckerly’s brand guidelines, starting with the foundational elements that define the brand’s voice and purpose. These include the mission, values, promise, purpose and position, and essence and personality. Each was reviewed and refined to ensure it aligned with where the company is today and where it is heading. The document was designed and formatted to visually represent the brand’s personality through color use, layout, and tone.

Visual Identity

  • Weckerly's Visual Identity
  • Weckerly's Color Testing

The next phase focused on creating a cohesive and flexible visual system that could extend across all brand touchpoints, both digital and physical.

Color Palette

The new palette centers on two main color families: pinks and greens, paired with warm neutrals for balance.

  • Pinks: Strawberry (#F17C80), Cherry Blossom (#FFAAAA), Rose (#FFCFCF), White Peach (#FFE4E4)

  • Greens: Basil (#588061), Pistachio (#A1D6AD), Honeydew (#CFEFD5), Mint (#E5F4E8)

  • Neutrals: Milk (#FFFBF6), Sweet Cream (#F4EDE3), Charcoal (#1E1E1E)

  • Accents (used sparingly): Sea Glass (#269BA6), Coastal Blue (#8BD7DF), Mist (#C0EBEF), Sky Tint (#E4F6F8)

Pink was retained from the previous palette to maintain brand recognition and warmth. Green was introduced to balance the palette with natural tones that reflect Weckerly’s handmade and ingredient-driven character. The blue tones were softened and reduced to create harmony with the Rittenhouse shop’s pink interiors and overall aesthetic.

Logo and Marks

A new medallion logo was created by merging elements from past and present branding, symbolizing the evolution of Weckerly’s identity. The lotus flower and wordmark were refined for versatility and clarity across applications, each with guidelines for placement and usage.

Typography

This combination provides a clear hierarchy while maintaining a friendly and confident tone that reflects Weckerly’s approachable but polished identity.

  • Bebas Neue: For headers and select subheaders, always bold and all caps.

  • Poppins: For body text and small accents, used in standard capitalization or bold all caps for buttons and subheaders.

Implementation

The new brand identity has been applied across a wide range of promotional materials, social media templates, and digital touchpoints to ensure a consistent and recognizable look. The updated colors, typography, and logo system appear throughout online platforms and marketing campaigns, strengthening Weckerly’s visual presence.

In store, the rebrand aligns naturally with the Rittenhouse shop’s existing pink and green interior. Pink has been extended across coffee and ice cream cup stickers, in store signage, and display materials to maintain cohesion between physical and digital environments.

Since the rebrand began rolling out in September, many key elements have already been implemented, with remaining touchpoints such as pint packaging and select legacy materials currently in progress. The goal is a complete and unified rebrand across all customer facing and operational assets.