branding - Meghan Salley Design

September 18, 2023September 20, 2023

Wellness Retreat Branding

Overview

The project consisted of creating a fictitious brand of a wellness retreat resort, and creating an overall brand for the place. I designed a logo, style guide, brochure, menu, & welcome sheet. I also designed a branded lotion, cup, & tea.

The fictitious brand created is Tranquil Palms. A wellness retreat located in Tulum, Mexico, that focuses on relaxing and refreshing minds and bodies of those who stay there. Activities there include various workshops to open minds and allow guests to feel comfortable in the space, along with yoga, trails, a beach, & spa.

Design Process

Logo

When designing the logo, I wanted a relaxing affordance but also a tribal look to it for the location. I wanted soft colors that are easy on the eye and resemble relaxation. The logo design consists of a Palm in the icon for symbolization. The curve separating the triangle represents a Ying Yang, or relaxation like a river. I wanted the font to be tribal and unique, but easily readable.

Style Guide

The style guide is a complete representation of the brand. I included a small overview of the place, the logo versions, including the sub logo created for the restaurant, the primary and secondary colors of the brand, typography used for the logo and print formats, & imagery that best depicts the affordances of the brand.

Print Designs

The print designs I created include the brochure, menu, & an activities sheet. I designed them all with the colors of the style guide and kept a cohesive element in all print designs, using the curve element from the logo and the circle in the logo as an accent to my headings.

welcome activities sheet for retreat design

Package Designs

The package designs I created include two variations of lotion, a tag for the drink cups, & a branded tea tin design. I continued to use cohesive design elements in my package designs, the curved lines and other design elements along with the branding colors.

In the tea package design, I use a similar style of elements from the lotion package design to tie everything together. I wanted the design to resemble the flavor, with ginger leaves as the background, lemons, and a peach coloring.

lotion mockups package design Tranquil Palms retreat

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Meghan Salley Design

msalley@email.neit.edu

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March 1, 2023July 7, 2025

Brewery Rebrand

Overview

The assignment was to create a re-brand for a brewery. I rebranded Northwoods Brewery, giving them a new logo, value prop, extended seltzer line and created a 16 page booklet about the re-brand.

The brand, Northwoods Brewery, is located in Northwoods, New Hampshire. They are a modern but rustic environment selling draft beer, food, and also bakery items. The purpose for the re-brand is to give them a new logo to better represent what they stand for, along with extending their brand.

Target Audience

A typical buyer persona for their brand would be a 25-30 year old man who loves beer and the wilderness environment. Someone who enjoys drinking with friends, a loved one, or family. A regular beer drinker who loves to try new breweries. The buyer persona could also be toward families, wanting a bite to eat with parents who want a beer.

SWOT Analysis

STRENGTHS	WEAKNESSES
– Variety of beers, flights, cans – Food menu and bakery – Offers a tour – Entertains Live Music	– Small Company – Limited website, but active socials
OPPORTUNITIES	THREATS
– Seltzer brand extension – New location? – Distribution of sales to liquor stores and markets (NH)	– A lot of breweries in NH and in New England – Need better advertising to beat other places and bring in customers

Design Process

The rebranding process started with some research of the company on their website and social pages. I looked into their logo, building interior and exterior, current packaging for their cans and any other advertising they have. I also looked into what they sell and have to offer.

When creating the logo, I wanted to incorporate a compass of some sort to signify the “North.” I also wanted to give it a northern look with an idea of mountains or trees. I brainstormed a few different ideas so after my sketches were done I could see what would further work and what wouldn’t with creating them in illustrator. The brewery’s building is a vibrant red color and is a significant icon, so adding that into their logo would help their brand be more recognizable and memorable. I symbolized as the bottom mountain peak to flow with the compass, along with using a bumped stroke line on the bottom half of the compass to symbolize more mountains.

I tried multiple variations when creating logos in illustrator, adding a few color options to them before deciding which direction to go in. My original building for the logo was very flat, so I changed it up by tracing the building from a photograph to have accuracy, and giving my strokes some styles to have its own look to it.

The colors were a difficult choice because I didn’t want anything crazy as they have a red building and a modern/rustic interior look, but I wanted some color for when they advertise without the black and white logo version. I added a red to pop the building and compass and a tinted blue-gray to the background. I also made the linework for the compass brown so it wouldn’t be so bold and dark with a lot of black.

Brand Extension

The brand extension was to design a hard seltzer line for the brewery. I created multiple flavors for the can designs, and a 4-pack box design. I created a gradient of mountains and used a topographic map pattern as a background for the NH company.

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Meghan Salley Design

msalley@email.neit.edu

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December 1, 2021September 19, 2023

Coffee House Rebrand

Overview

To rebrand a coffee house by creating a rebranded booklet, doing ux/ui research, designing a new logo, value proposition, mock ups, & extension of Keurig package design.

The brand, White Mountain Bagel, is a small coffee shop located in Lincoln, New Hampshire.

Research

The beginning of the process was to research about the coffee house and get information on their company, location, audience, & affordances.

Design Process

When designing the logo, I wanted to keep the symbolism of the bagel since it is a keyword in their brand name. I chose fonts that fit a wilderness, NH vibe, and earth toned colors. I also incorporated a sunset with mountains in the hole of the bagel, to bring the location into the logo design.

I also designed a package design for a Keurig box, with the K-cup design. The box design resembles mountain hills and clouds in a pattern of earth tones, along with showcasing the logo on a banner. I wanted it to be a warming packaging with the same affordance as the logo.

Rebrand Booklet

I designed and created a booklet of the complete rebrand for the coffee house.

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Meghan Salley Design

msalley@email.neit.edu