|| branding ||
RK*
IDENTITY SYSTEMS
FALL 2020
For this project, our professor tasked us with rebranding a company. I chose to rebrand Rural King as I felt I could take the brand in a new and exciting direction.
|| introduction ||
AMERICA’s
HOME
and
FARM
STORE
RK, previously known as Rural King, is America’s Farm and Home Store providing essentials to the communities they serve. Despite how large and diverse their communities have gotten, the RK brand tends to market itself towards a specific demographic: men ages 35+. RK needs to make conscious decisions to be more inclusive as these conversations continue to happen across our country. The RK rebrand needs to appeal to its traditional customers through patriotic themes while growing its customer base to invite a more young and diverse group of people through bold lighthearted images and media.
|| the standards manual ||
||||| process |||||
|| initial sketches ||
|| logo iterations ||
||||| personas |||||
|| persona one ||
MILLENIAL MEGAN | ♑︎ | 24
Megan knows how to get shit done. She got her master’s degree in agriculture at the University of Georgia and wants to start her own farm. She likes to be organized and uses apps on her phone and her laptop to stay organized. She prides herself on being “woke” and will cancel any brand that doesn’t value the same things she does. She likes brands that are clean and organized or it’s a waste of time.
LIKES
riding tractors, calenders, and girls
DISLIKES
being disorganized, mansplaining, wasted time
|| persona two ||
LEGACY LARRY | ♑︎ | 24
Larry comes from a long line of farmers. His son and daughter are both first-generation college students and he couldn’t be more proud. He is a long-time customer of Rural King and goes to the store every week even if he doesn’t need anything in particular. Sometimes he goes just to talk to the employees and brag about his kids.
LIKES
coffee, Sunday mass, & his kids
DISLIKES
Monday, decaf, and change
