When I approached the refresh of Ortega, I wanted to push it much further to make it distinct from its main competitor. Both brands had very similar styles and there wasn’t much difference between the two in the way they were displaying content on social media. The client and our team want the brand to be distinct and have brand own-able qualities.
However, we had to step it out. Since it wasn’t in our budget to change the packaging and website immediately, we had to find ways to stand out without alienating our current customers or causing brand confusion. I’m really proud of the effort the team and I put into developing the guidelines. My copywriting partner, Rob Soltan, and I did a rough first pass, then we had the digital and content team weigh in to make it more complete.
These are a few of the pages from the document.
art direction, branding