On a gloomy Wednesday in March, Bill, Chris and I headed to meet with a new client, Jeff Campbell of Campbell’s Popcorn Shop. At the time, the shop was a stand inside Cleveland’s historic West Side Market and they were in the middle of plans to add a shop down the street on W.25th (south of Lorain). The new shop would also house another portion of their business, Grandma Freda’s Fresh Bake – their incredible brand of cupcakes. With this change in mind, we were challenged to come up with a new name that would keep the brand recognition of Campbell’s Popcorn Shop, but that would not pigeonhole the new shop into one category. The result: Campbell’s Popcorn Shop is now Campbell’s Sweets Factory.
Throughout the identity redesign process, we learned a lot about the Campbell family and their history in the industry. We love their work ethic, commitment to delivering delicious products, and that they are a part of the Ohio City community where their shop is located. We also found that Jeff’s desire was for a mark that could be used dynamically across various media formats; including a version that would serve as an outdoor sign for the store. The resulting mark incorporated the logotype and the company’s sweets into an emblem that can be broken down into its component parts and used on everything from labels to signage.
Last week, we were able to do a tour of the store before they have the official grand opening and it was a beautiful sight. We hope to continue to partner with Jeff and the whole Campbell’s crew on many future projects. We also may have taken the opportunity to buy our weight in popcorn, cupcakes and chocolates (oh my!) Delicious. If you’re in the neighborhood, be sure to stop on by for some treats.
