Branding: Small Business

 

Kristen Arnold, Dietitian

Kristen helps individuals and teams improve their health and performance through nutrition. In fact, Kristen and I are both cyclists and raced on the same team for a few years. She helped me through nutrition goals that would improve my sport performance. At the same time, in order to grow her business and welcome new clients, we began re-thinking her brand. Kristen is vibrant, nerdy, approachable, knowledgable, and passionate. The goal of her brand was to reflect Kristen herself and combine her fitness and nutrition backgrounds into a single logomark.

Branding

Discovery

Kristen and I discussed the goals, tone, objective, and purpose of the brand. Based on the brainstorming findings, experimentation on logomarks began.

Concept & Exploration

 

Concept One: Between physical strength and the food we eat—a fist full of greens. Paired with a more playful and approachable typeface, this design feels good, powerful, and ready to take on any food challenge.


Concept Three: Bold hand-drawn organic shapes representing different foods. This identity is friendly, approachable, and wholistic. These shapes could be applied to other brand assets such as pattern and texture backgrounds.


Concept Two: Kristen Arnold eats a lot of meals out of big large bowls.This is an abstract approach to the meal. A bold, modern symbol that would influence a clean and simple design aesthetic. Curved “spoon” and the addition of an “eye” indicating a happy eater, happy meal, balanced and energetic.


Concept Four: Extra experimentation with marks and new business names.

 
 

Logo

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Brand Guidelines Book

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Brand Application

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Business Cards

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Tote Bag

Photos: Taylor Kruse

 
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Website