Rodeo & Herman Scheer
In September 2024, we asked Herman Scheer to create a brand identity for Rodeo.
With a launch date of 1st January 2025, we had 3 months to create a brand from scratch.
The branding process:
Step 1: Brand imperatives
Step 2: Creative concepts
Step 3: Identity and messaging
Step 4: Refinement and brand book
1 - BRAND IMPERATIVES:
Brainstorming what we wanted Rodeo to be, a journey of guiding and defining the brand. Defining the attributes and opportunities, as well as deciding on our positioning in the industry.
2 - CREATIVE CONCEPTS:
The team at Herman Scheer started to bring Rodeo to life preparing two concepts for us to choose from. This involved putting our words into visual moodboards, selecting typographies, colour schemes and photography.
A modern spin on vintage Western America - sophisticated and slightly edgy. Combining a sense of nostalgia with excitement for something new.
A fun, quirky and colourful maximalist take on Rodeo, taking inspiration more from the fun fair side of a Rodeo. Vibrant, dynamic and feel good.
And the winner? Rockstar Rodeo!
It was fresh, exciting and new. It was a big change that would make our stores stand out, and elevate our online presence.
3 - IDENTITY AND MESSAGING:
With Rockstar Rodeo as the chosen route (with specific aspects of Cowboy Confection that we also loved), Herman Scheer created a brand identity. This was more in depth than before, showcasing colour schemes, logos and packaging - essentially our first mini brand book!
4 - REFINEMENT AND MESSAGING:
The final phase saw Herman Scheer refine the Rodeo brand book. Creating iconic brand lines, messaging and content pillars.
These guidelines are our bible. They guide our doughnut store designs, help us formulate our social media content, build emails and more!
After three months of hard work, we launched Rodeo on 1st January 2025 and a new era of doughnuts began.
Rodeo is what it is today because of our work with Herman Scheer
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