What happens when the punk kids grow up?
Mother was a popular vegan restaurant in Sacramento, opened by a couple punk rockers in the music scene.
Eventually those punks grew up and had kids of their own. They wanted a brand refresh that felt more authentic to who they are now, while still inspiring the community that grew up with them.
My solution was to celebrate their growth, while also acknowledging that parenthood didn’t take away who they were.
T-shirts and social posts were just the start of the asset package we gave along with Mother’s rebrand.
Community connection was the key takeaway for the client in this rebrand. They needed help feeling confident talking to their customers from a more authentic point of view and we gave that to them.
The magic of the journey
A.K.A. The Rejected Deck
One of my best skills is being able to read a client, but sometimes stakeholders want different things. Our original meeting with the team at Mother was led by a really cool guy that was not on the same page as his partners. After our first pitch we connected with the rest of the owners and came up with a direction they loved on the very next swing. It was a good exercise in pivoting and killing darlings. However, I still really love some of those original ideas, so here is our first pitch deck.
Art Direction by Matson Merdler