Rebranding The Paella Club
The Paella Club is a gastronomic tourism company based in central Barcelona that facilitates immersive culinary experiences for individuals from around the world.
The Challenge
A company working to establish its roots and brand identity, the challenge was brand identity, voice, and values were inconsistent across communication collateral and was ineffectively communicated to their audience. The visual identity was in opposition to the brand essence and personality the company intended to portray to their audience. Website design was not UX or mobile friendly and brand was losing potential customers.
The Solution
The solution was to perform a comprehensive rebrand in order to build a cohesive brand image that effectively differentiated The Paella Club from competitors in the market. As the consultant, I singlehandedly preformed the rebrand, constructing the new visual identity, reinventing all digital and print marketing collateral, and building a new company website from the ground up.
In order to define the new visual system and brand voice, I led branding exercises with upper level management. To establish some characteristics for our new design system, I consulted with founder to deeply consider the brand origins, what connects the brand to their clients, what excites them, and ultimately what best represents the brand.
Results
The Paella Club landed on a refreshing new look – one that would connect with the multi-cultural audience and local community. This new visual design language lives at the intersection of dark sophistication and artistic expression. The brand sought to maintain prior brand associations of approachability and authenticity, and associations were maintained by utilizing a relaxed and engaging brand voice within content copy. The visual identity introduced a new color pallet, typography, and photographic direction in order to diversify brand personality in a bold and differentiated way from competitors.
Work Samples:
Brand Identity and Style Guide
The Paella Club Service Portfolio