story behind the rebranding of fresh tangerine

Posted on September 23, 2015 by Kiana Mathew | 0 Comments

Fall is a season of change, which is why it couldn't be better timing to roll out our new look. Over the next couple of weeks you will be seeing the exciting changes that we've been working on over the past few months. Fresh Tangerine has been growing and evolving since its move to Seattle and we've decided that it's time for a little update to our branding to refresh and update our look. Over the next few months, you can expect to see changes in the studio, website, and Instagram.

Creative Director and Head Designer, Kim Kogane, has taken a step away from jewelry designing to focus on the rebranding and design rollout of our new website. With designing a new logo, creating a brand book, and running the crazy day-to-day operations of Fresh Tangerine, Kim has got her hands in every basket. I somehow managed to get a few moments to ask Kim a few questions about the rebranding.

You are the sole designer behind the rebranding of Fresh Tangerine. How did you learn design and branding principles?
I worked as a page designer for my school newspaper when I was in college, and that was really my first introduction to design. I didn't have the budget to hire a graphic designer when I started Fresh Tangerine, so I used the (few skills) I had to make a logo and business cards. As I grew the business, I learned a lot about branding and took a class on how to use Photoshop. Along the way, I discovered that branding is actually really interesting to me, and I would love to help other people brand their business in the future. 

Describe the characteristics and personality of the previous branding.
I would say that the previous branding feels more juvenile, and it's a little all over the place. The colors are more bright and showy, whereas I feel like the new look will feel more elevated and refined. 

Rebranding isn't just a change in identity, it can redefine a lot more for a business. What core changes have happened at Fresh Tangerine to prompt the rebranding?
These first few years of business have been a time of discovery for me. I really had no idea what Fresh Tangerine would turn into when I first started out. Now, I have a more clear idea of where I want the brand to go and what I want it to accomplish. Before this whole rebranding project, I started to ask myself the "tough questions." What is the mission of the brand? What are our core values? Etc. From there I started to build an identity and that helped shape what the brand should look like visually.

How does the new logo fit the personality of Fresh Tangerine today?
The best part of this new branding is that I actually got to sit down and put together a cohesive look. I think the new logo really captures what makes Fresh Tangerine special and different from everyone else. I'm really excited to share it with everyone!

With the new logo and branding, what other changes do you hope to see over the next year for Fresh Tangerine as a business?
I want to keep working on our website to make it as easy as possible for our customer's to use. I would also like to continue to host workshops and share our beautiful space as much as possible.  

Describe the aesthetic and traits of the mood board you created for the new Fresh Tangerine.
My goal for the mood board was to capture the playfulness of the brand while staying true to its more timeless qualities. I kept a lot of different colors and patterns to see what piqued my interest the most. When putting everything together, I really thought about the brand's tagline "playfully elegant jewelry for the everyday girl" and tried to make the mood board reflect that. 

Your designs have evolved quite a bit over the past year to minimalist statement pieces with less emphasis towards larger, feminine pieces. How does the branding reflect the current and future direction of your designs?
I think it's important in the beginning to play around with many different looks. We learn through imitation, and it's fun to try on a bunch of different things to see what you like and what you don't like. I really found my niche with the Line to Curve collection, and I would like to continue down that path. I always have to keep our customers in mind when designing, so if their taste changes that might show up in future designs.

What is your favorite part about rebranding Fresh Tangerine?
It was really fun to think about where Fresh Tangerine is now, and create a cohesive look for it that would last a long time. I'd like to think that Fresh Tangerine is moving up from the infant stage to the adolescent stage of the business. I also tried to separate myself from the brand and treated FT as if it were my client and I was the designer.

What changes will we expect to see over the next few months? 
We'll be updating and tweaking things here and there. I think the biggest changes will be seen on the website. 
-Answers by Creative Director and Head Designer, Kim Kogane
-Questions by Kiana

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