REBRANDING A TIMELESS COMPANY
“Our company was in need of a full rebrand covering all current marketing materials, says Owner Kyle Troutman, “Troutman’s Dry Goods prides itself on being the leader in quality workwear and boots, and we wanted a brand image that reflected that pride and commitment.”
“Troutman’s Dry Goods has been treating customers like family since 1961. We wanted a strong corporate identity which points out our anything-goes customer service attitude, while feeling timeless.” says Troutman. “As a small business with a strong community following it was important to me to have a website and logo that could be marketable towards my core consumers.”
Refreshing the logo was only the first of many steps, as the Troutman’s team worked hand in hand with the design team at Hatfield Media.
RESPONSIVE IMAGE-FOCUSED WEBSITE DESIGN
The initial bold steps taken with the redesign allowed the new website to move away from the previously dated color palette. Our focus shifted to design a logo treatment to match the aesthetic of the brand. The new logo is a play on the store being a Sheperdsville tradition for 50+ years. The new logo is both strong in visual representation but also reminiscent of the Kentucky-born store and history of simplicity and exceptional products. The logo will work in almost any treatment – horizontally or vertically – and alone as as a symbol, something the previous logo was lacking. One of the most exciting processes at Hatfield Media is working with clients who are going through the rebranding process. We love the challenge of bringing their logos to life through traditional branding as well as online.
Armed with a new logo on which to build their new identity, the Troutman’s team was ready for a full website redesign. We did our research. We gained consensus from the key players. Now it was time for the fun to begin. With so many pieces of collateral needed for a rebrand, and a million possible creative directions to go in, knowing our clients’ company principles provided much-needed guidance.
Troutman’s Dry Goods treats customers like family and has been committed to serving the people of Kentuckiana since opening in 1961. So we wanted a very approachable feel to the site. Simple, sleek, and streamlined. In the end, we created a new brand that fit direction, and we were incredibly excited for their launch. Rebranding a company and redesigning a website takes a village. As we’ve mentioned before, there are numerous internal stakeholders who are involved in the process. And designers and developers put in the blood, sweat, and tears to turn an idea into reality.
The launch of the new brand and website doesn’t mean this is the end. As the site lives and breathes, we’ll continue to update, and iterate so we can learn and improve. Our work is never truly over—but that’s part of the fun!
Working with the Troutman’s Dry Goods team on this project was inspiring, and we were happy to have played a part in their rebranding process. With the final elements in place, Troutman’s is hopeful that the new look can and will reflect the excitement and commitment they feel heading into the future.
