A Complete Rebrand for Watson’s Organic Market & Café

I spent roughly 6 months working on this project on and off. Watson’s is a local health food store in Visalia, CA that’s been in business for almost 60 years with a deli that serves healthy food options next door and a hidden relaxing garden area in the back. 

It was recently purchased by the Cantu family who also own Ziaya’s down the street on East Main. Ziaya’s started as a furniture store across the street from the Fox Theater, which I also used to design printed materials for back in the mid-to-late 2000’s, so working with this family again is kind of a full circle moment for me. They wanted to simplify the quite dated logo with earthy-yet-feminine colors and a lot of open space, much like the garden in the back.

We actually completed an archetype exercise prior to even beginning the work to nail down archetypes of the people running this place in order to better suit the brand. In the end, I ended up designing their digital menus and their labels on top of the logo, store signage and business card.