Overview 🔎

This is a rebranding project for a South African heritage brand or brand giant. Thrupps is a grocery company that was founded in 1892, making it 130 years old. Since its inception in 1892, Thrupps grocery store has delighted customers with the finest local and imported delicacies. The store is still run by a family and is known for its distinct brand of service and old-world charm.

About The Logo

The new logo was created to represent Thrupps' heritage and history. Using old hand-painted typography as inspiration, I created a fresh and clean logo with a vintage feel. Because the logo is simpler, it can now be viewed as quite small, making it more versatile than the old logo.

This gives the brand a new look to attract younger customers entering the market while retaining elements of the old brand to ensure that older customers recognise and remain loyal to the brand.

Finally, a brand guidelines manual was created for the screen as an interactive pdf to ensure that the new rebrand is applied consistently across all applications. https://drive.google.com/file/d/1RaoXgWmFhkoizz37oHkyUZZDID1xaa41/view