Cherry Republic Rebrand

WHEN

Spring 2024

Background

For my Branding and Identity class that I took while I was studying abroad at Paris College of Art, I was tasked with creating a new logo and rebranding three of their existing products. I chose Cherry Republic as my brand as I have always been drawn to the brand and thought it had potential for more than its original branding.

Process

Strategy

Research

To start this rebrand I researched the history of Cherry Republic to gain knowledge and empathize with their customers and values.

Cherry Republic was founded in Glen Arbor Michigan in 1989, with a total of only six locations, all within the state of Michigan. They sell a variety of souvenir-type products (t-shirts, mugs, tote bags, etc.), marketing themselves to a small crowd the tourists of Northern Michigan. The last brand update was in 2014.

To do this I wanted to keep the same nostalgic feeling while also marketing it as a more luxurious and aesthetic brand appealing to a larger crowd. I made the Mood Board Below to reflect that aesthetic.

I chose to keep some original brand colors like dark reds and greens, while also bringing in some lighter pinks and beiges inspired by cherry blossoms.