Old brands sometimes die hard, as heavy persuasion is often needed to usher in an entirely new face to a very personal business. Fortunately, the business founder was open and trusting to CR's recommendations for brand direction. An energetic icon and modernized logotype was paired with a vibrant color scheme to round out the make-over. The brand was introduced through a complete corporate identity system and collateral package, marketing kit and website. Additional on and offline brand development projects are slated for the future.