17/09/2024
When was the last time you were served breakfast?
Not the kind that comes with eggs, bread and teaπ€£. I mean the kind that leaves you questioning everything. Well, my breakfast was served in the form of a brand identity rejection.
The first time I realized the power of brand identity was back in my early days as a freelance designer.
I wasnβt even in design schoolβI was studying software engineering, but graphic design was what sustained me financially at the time. It was a side hustle that I quickly grew passionate about.
I had just started working on this project for a small business called Celine's Kitchen. Or at least, I thought I was working on their project.
Celine and I had met through a mutual friend. She ran a small but popular food business, and I was excited to help her build a brand that matched her vision. We instantly clicked! She loved talking about her food, and I was eager to show her what I could do with her brand identity. I just assumed I was officially on board.
Celine was well-known in our areaβthat vibrant, entrepreneurial woman with a big personality and even bigger cooking skills. Her food was famous, and her smile could light up a room(is not like I was falling for her oooπ).
We met over some of her delicious Water fufu and Egusi soupπ and talked about her brand vision. I pitched some logo ideas, and she seemed impressed. I was all in, but she never officially said, βYouβve got the job.β
I just went with it.
After a few weeks, I had crafted a brand identity package for herβlogos, color schemes, typography, everything. I envisioned her brand on restaurant signs, menus, and social media. I felt proud of what I had done. But thenβ¦ silence.
Weeks passed, and Celine didnβt respond to my follow-ups. I kept sending polite check-ins, but nothing. Thatβs when one of my designer friends explained to me what βghostingβ meant in client relationshipsβI had been served a cold plate of rejection.
My first βdesign breakfast.β It stung.
I later found out that Celine went with another designer. I recognized the work on a rival restaurant down the streetβit wasnβt even close to what I had proposed.
A few months later, my portfolio had grown, and I had more clients, but I couldnβt help thinking about Celine's Kitchen. Then one day, as fate would have it, I walked by her restaurant and saw itβthe new logo. I almost tripped. It was a bowl of food that looked more like a lopsided pancake.
I couldnβt help but chuckle. I dodged a branding disaster.
As I was about to walk away, Celine spotted me and rushed over, holding two takeaway boxes.
βPraise! You look good. Still doing design?β she asked with that familiar smile.
I was more bothered by the terrible logo than by her small talk, but I kept the conversation light.
βActually, I was just about to stop by for some food,β she said, handing me a box.
As I opened it, she said, βI wish I had gone with your design. This new logo isnβt attracting the customers like I expected.β
I smiled, realizing that even though I had been served a βbrand identity breakfastβ months ago, my design had still left an impression.
Celine hesitated for a moment before asking, βWould you give it another shot? This time, for real?β
I took a bite of the food, feeling better about the situation than before.
Well, fast forward a year, and Celine's Kitchen now has a strong brand identity that stands out from the crowd. And yes, the logo I designed is proudly displayed on every menu, sign, and delivery box.
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PS: I do not even know me Celine. If your are please indicate hereπ
PSS: I don't know what AI was thinking but I also do not know the person in this pictureπ
