5 rebranding ideas from a profitable small enterprise


When your small business grows and modifications, your model ought to evolve with it. However determining when or what to rebrand may be difficult. For small enterprise proprietor Stanley Chase III of Louisville Vegan Jerky Co. (LVJCo), rebranding was a pure evolution because the enterprise grew, the competitors modified and the market expanded.

What initially started as an unintended burnt meal has expanded right into a thriving enterprise, boasting 12 distinctive flavors bought nationwide. Owing a lot of its success to modern and experimental bundle design, we’ll dive into the evolution of a model and present how reinventing the look of your model because it grows is essential in sustaining a connection along with your present buyer base and increasing your attain to new audiences. We’ll take you thru 4 distinct phases that companies undergo with regards to profitable rebranding:

By the tip of this piece, you’ll have a greater understanding of the place you stand along with your model journey and whether or not rebranding your small business is the appropriate transfer. And 5 ideas that will help you rebrand efficiently.

Stanley Chase III, the owner of Louisville Vegan Jerky Co., is standing at a table with their product pacakging infront of him

Image this: it’s 2011, and the founding father of LVJCo. is hustling exhausting to make ends meet by promoting vegan sandwiches round city. Someday, after making an attempt to create a brand new sandwich, he unintentionally overcooked some soy protein and left it on the counter to chill off with the intention of trashing it. An hour later, his roommate yelled out from the kitchen, “Who made this jerky?! The remainder is historical past—after tasting it himself, he shortly threw the remaining into ziplock baggage to share with mates at an area bar and his new snack was successful.

simple packaging design with label and handwritten text
Early budget-friendly packaging
group of friends in front of a building
Vegan jerky was successful with mates

DIY (do it your self)

Humble beginnings typically demand monetary prudence, however just a few {dollars} and a giant dream can go a good distance. Fortuitously, Stan additionally had a bonus: a self-taught background in graphic design and a brother who was an unbelievable illustrator.

In 2012, they teamed as much as create LVJCo’s first label design impressed by the delight that they had for his or her hometown metropolis and classic apothecary aesthetic. Every taste was represented by well-known Louisvillian figures, together with Enid Yandell (sriracha maple), a world-famous sculptor and activist; Pete Browning (smoked black pepper), the primary baseball participant to get a customized Louisville Slugger; and Tod Browning (bourbon smoked chipotle), director of the movie Dracula.

Louisville is an excellent distinctive metropolis, most individuals don’t all the time get to see the artistic and bizarre aspect.

– Stanley Chase III, proprietor of Louisville Vegan Jerky Co.

three packages with labels featuring historical Louisville figures
DIY label design from 2012 that includes historic Louisville figures for every taste

The labels have been printed regionally and utilized to every pouch by hand. As the recognition of the product grew, Stan wanted a solution to mass produce the baggage faster. He discovered a printing firm that would print immediately onto the baggage, saving him useful effort and time he might make investments towards different elements of rising the enterprise.


With enterprise on a roll and further capital to spend on quicker manufacturing, Stan was able to improve his tiny labels to a full packaging design that might cowl your entire bag from entrance to again. Nevertheless, he realized that taking the DIY strategy once more wasn’t possible, and he wanted to commit extra time to different elements of the enterprise whereas bringing in a recent perspective. Collaboration and delegation have been important at this stage, however the native company’s quote of $10,000 was out of attain. Feeling discouraged, he searched on-line for choices and stumbled upon 99designs.

five vegan jerky packaging with front and back printing
2016 rebranded bundle design by Mj.vass feat. 2 new flavors and back-to-front printing

The range of concepts and instructions obtainable on the platform permits for a refreshing and relaxed artistic course of.

– Stanley Chase III, proprietor of Louisville Vegan Jerky Co.

Stan tapped into our world group of designers and selected High Degree designer Mj.vass to work with. Via the collaboration 2 new flavors that includes 2 new historic Louisville figures have been added; Reuben Durett (smokey Carolina BBQ), who opened Louisville’s first public library in 1871; and Stan’s mom, Paulette (maple bacon), who ignited his ardour for cooking.

The upgraded design enveloped your entire bag, with a small window in entrance that cleverly takes the form of Kentucky state, providing a glimpse of the jerky inside. Bolder colours and bigger fonts have been used to amplify the design’s impression and legibility, providing an improve that didn’t stray too removed from the unique feel and appear.

When the band Arcade Fireplace performed to a sold-out crowd in Louisville, they requested baggage of LVJCo’s bourbon smoked chipotle on the rider.

– Stanley Chase III, proprietor of Louisville Vegan Jerky Co.

Years flew by and phrase of the vegan snack unfold like wildfire. “We came upon of us in Portland, Oregon, found us, and the band Arcade Fireplace emailed us. All they knew was that Louisville was the place vegan jerky comes from.” Driving on their rising success by phrase of mouth and witty social media advertising, it was apparent that the vegan jerky development wasn’t only a fad. As different vegan jerky manufacturers began to pop up, LVJCo was not alone available in the market. It was time to begin pondering larger and discovering methods to face aside from the competitors.


As LVJCo gained rising recognition, gross sales and a robust social following, one other main milestone of their business trip was shortly approaching—their 10-year anniversary. Stan revisited his packaging as soon as once more with new challenges to be addressed; the right way to stand out from the competitors and attraction to a good broader viewers. At that time, Stan had cast a strong working relationship with Mj.vass, main him to entrust her with spearheading their subsequent momentous rebrand.

Regardless of bigger corporations reminiscent of Past Meat getting into the vegan jerky market, Stan aimed to protect their indie aesthetic whereas incorporating stylish and up to date components. He sought to retain the Louisville-inspired themes of his present branding whereas introducing trendy and impactful options. Mj.vass took to the drafting board (actually).

a person sketching buildings with a pencil
Hand-drawn Louisville skyline by Mj.vass

To protect the texture of a boutique, unbiased model Mj.vass included a hand-drawn picture of the Louisville skyline and saved the Kentucky-shaped bundle window. The historic figures have been dropped from the design and changed by bolder fonts, brighter colours and extra vector components to present a extra trendy really feel. To high every little thing off, official non GMO, vegan licensed and gluten free certifications have been added. With a brand new design that boasted better “mass attraction,” LVJCo might now confidently showcase its merchandise on cabinets alongside main opponents, all whereas remaining true to its Louisville indie roots.

I realized in regards to the 20ft rule in branding, the place you ask your self if the shopper can inform what the bundle is from 20ft away. Taking that recommendation, we wished the packaging to be as clear and daring as attainable.

– Stanley Chase III, proprietor of Louisville Vegan Jerky Co.

sketch of building that has been applied to packaging design
2022 bundle design by Mj.vass


As an additional visible deal with and alternative to strive new recipes, Stan retains issues enjoyable and unpredictable with small batch taste drops, which he calls a “playground for experimentation.” That is the place LVJCo can let unfastened and “actually join with prospects in a novel approach, exercising full artistic management” with none regard to what’s trending in the mean time. This strategy additionally permits LVJCo to collaborate with organizations that share the identical values.

three fun, colorful and experimental packaging design for vegan jerky brand
Small batch restricted launch packaging

In a approach, our vegan jerky is like craft beer.

– Stanley Chase III, proprietor of Louisville Vegan Jerky Co.

“As an illustration, Queer KY is a primary instance of a gaggle that does unbelievable work for the LGBTQ group in Kentucky. Our Shelby Park bag was a significant approach for us to help the neighborhood the place our manufacturing facility is situated whereas additionally sharing their story with individuals world wide. It’s not nearly being a snack firm, but in addition about investing in and selling the causes we consider in inside our group.”

5 ideas that will help you rebrand efficiently

The evolution of LVJCo’s packaging design superbly demonstrates how a model can adapt and develop with ever-changing traits and calls for whereas nonetheless staying true to its roots. From sharing ziplocked baggage of jerky with mates to adorning the cabinets of hundreds of grocery shops all through the nation, Stanley and LVJCo have come a good distance.

All through each stage of rebranding, the model’s essence has been preserved, solidifying its id and resonating with new and dependable prospects. Stan’s business trip presents us a wealth of perception into what it takes to maintain your product recent and thrilling. Listed here are 5 key takeaways to contemplate in case you are fascinated by rebranding.

1. Don’t attempt to do every little thing your self

Simply because you’ll be able to, doesn’t all the time imply you must. Collaborating with others can deliver recent views and concepts, releasing up your time to give attention to different areas of rising your small business.

2. Embrace change

Design traits are all the time evolving. Hold your branding recent and related to your viewers’s pursuits and preferences whereas recognizing that aesthetic tastes could shift over time.

Owner of louisville vergan jerky holding two packages of the product
Stanley with LVJCo’s latest bundle design
a booth tent with louisville vegan jerky products
Servin’ up the group

3. Stability innovation and consistency

Whereas it’s necessary to embrace change and keep up-to-date with the newest traits, sustaining a constant visible id can assist you to keep up a robust connection along with your present buyer base. By mixing recent concepts with acquainted components, you’ll be able to broaden your viewers with out alienating those that already love your model. This strategy not solely builds model loyalty however may also appeal to new prospects drawn to your model’s uniqueness.

4. Differentiate your self from opponents

Talk your distinctive model story inside your design. A compelling model story woven into a robust visible id can assist differentiate your model and create an emotional connection along with your viewers.

5. Depart room for experimentation

Don’t be afraid to strive one thing new: do not forget that experimentation is all about attempting new issues—it might be the important thing to standing out in a crowded market. If you happen to’re daring sufficient to interrupt free from the established order and embrace the sudden, you might simply encounter the important thing to success.

Prepared for a brand new look?
Faucet into our world artistic group

This text was initially written by Samual Lundquist and revealed in 2016. It has been up to date with new examples and data.


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