When a business commissions a rebrand, it’s usually because they’ve been successful, and already have a defined persona that resonates with their target audience, along with an initial semblance of an aesthetic. Bohemian, purpose-driven brands don’t need to be cookie cutter, arch everything with goofy fonts. Naturally Sassy donates a portion of its proceeds to animal shelters, and we wanted to pay homage to the original elements of the brand while introducing an elevated visual theme that could be carried forward in time. We updated their cartoon style logo to elegant, monoline elements, changed their font from an irregular hand-drawn scrawl to a beautiful serif, and added an  terrazzo style pattern to accompany their earthy new colour palette and vibrant, emotive royalty-free stock library. This project’s brand strategy, brand guidelines and candle care card were executed by Maison Principal Dasha Zolota, logo design created by Maison Brand Designer Alandra Monette. Want to know which elements build a brand’s foundation? Look no further than the Build Your Own Brand Formula.