- Swamp Rabbit Cafe and Grocery
- The brand had charm and community equity, but the identity wasn’t fully expressing its local-food mission, trail connection, or broader experience.
- Logo system
- Brand guide
- Stationery
- Website concept
- Packaging/paper goods
- Campaign concepts
- Social assets, merch
- I led every part of this project from initial audit through final execution, including strategy, concept development, identity design, art direction, website concepting, campaign design, and branded applications across print, packaging, and social.

reimagining a Local favorite

This graduate rebranding concept project started with a simple question: how could Swamp Rabbit Cafe & Grocery’s identity better reflect the spirit of the place itself? The brand already had warmth, community roots, and a strong connection to Greenville’s local food culture, but its visual identity wasn’t fully capturing that energy or telling the bigger story. I approached the project by auditing the existing brand across physical signage, social presence, and customer touchpoints, then developed a more cohesive identity system centered on place, personality, and flexibility. The final concept expanded beyond the logo into a full brand world, including visual guidelines, print collateral, packaging, campaign ideas, social assets, merch, and a responsive website direction.

Brandbook 👇🏻

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reflection

This project was an opportunity to build a rebrand as a complete system rather than a standalone identity. It pushed me to think about how brand strategy, visual language, and real-world applications work together to create something more cohesive, distinctive, and usable across touchpoints. The end result was a more unified brand concept designed to better reflect the personality, place, and community at the heart of Swamp Rabbit Cafe & Grocery.