BRAND ASSESSMENT
BRAND ASSESSMENT
brand analysis
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brand strategies
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brand creation
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brand-customer relationship
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brand communication
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marketing principles
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rebrand strategies
brand analysis • brand strategies • brand creation • brand-customer relationship • brand communication • marketing principles • rebrand strategies
THE ASK:
The ICA Shop + Cafe rebrand challenged us to collaboratively reimagine an existing brand, highlighting branding as a tool for building strong consumer relationships.
We focused on industry research, trend analysis, and teamwork to support creative, high-quality outcomes. An in-class interview with the Director of Café and Retail Operations helped us identify a real problem to address through the rebrand.
Using both online and in-person resources, our final concept was presented to peers, VCU Fashion faculty, and ICA Shop + Cafe leadership.
MEET THE TEAM
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- Identify the current brand:
Key descriptive words
Existing brand archetype
State the current brand promise and what it communicates to the customer.
Highlight which luxury branding pillars (e.g., heritage, craftsmanship, exclusivity) the brand currently utilizes
Establish the brand’s current market positioning and tone
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Define the target customer through:
2 Demographic Traits (e.g., age range, income level)
2 Psychographic traits (e.g., values, aspirations, shopping habits)
Introduce a clear customer persona that brings the target audience to life
Use this persona to illustrate the connection between the brand and its ideal customer
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State the key objective driving the rebrand
Introduce the updated:
Brand archetype
Brand promise
Present the visual identity:
New brand name, logo, and tagline
Updated color scheme and product assortment
Visual merchandising strategy
Justify each branding decision using insights from customer analysis and brand strategy
Include 2 original group-created images to represent new brand touchpoints/assets
THE REBRAND PROCESS
