The logo redesign process mostly involved deep conversation with the client. After being in business for 20 year, Sweet Basilico has a well established customer base. The majority of their customers are returning families on vacation. Though there was a recent and consistent upswing in younger customers who would self identify as "Foodies"
The previous logo was created at the founding of the business. As we began to conceptualize a new look, it became clear that Sweet Basilico did not need a new identity. It simply needed an "updated profile picture".
We consciously made the decision keep key themes from the original logo. Thus providing a feeling of familiarity for the older family customers. With an updated font, colors and layout, the new logo also appeals to their new customer base, the "Foodies".