As iconic as the shop is, Armadillo’s recently relocated their building. They didn’t go far. In fact, they went directly across the street. With the new building, the owners decided it was time for a little brand refresh. However, much like the move across the street, it didn’t go very far. This is part of what inspired my project of refreshing the brand in a different direction. 
The Armadillo’s t-shirt is almost as iconic as the shop itself. Employees, former employees, and regular customers comprise a small community based on the shop’s reputation. In order to re-brand, the shirt took priority. 
While the front maintains a simple, professional first impression, it lacks the youth and vibrant spirit of the shop and its employees. To solve this, I simplified the logo and made it more graphic for the back of the t-shirt, to surprise customers when employees turn to make their shakes and sundaes.
Finally, the exterior of the building deserved a refresh to fit its new identity. Since the actual shop remains with its current branding, the new designs are displayed on a different storefront to convey the rebrand’s curb appeal.
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