Case Study
How Rosemary Rocksalt refreshed its brand to strengthen customer connection and support its next phase of growth
Project snapshot
About
Rosemary Rocksalt is a neighbourhood bagelry serving handcrafted Montreal-style bagels with a West Coast twist. Through its cafés, catering services, and B2B partnerships, the brand brings people together over quality food, local ingredients, and genuine hospitality.
Industry
Timeline
2 months (November–December 2025)
Engagement Type
Primary objective
Refresh Rosemary Rocksalt’s brand identity to better reflect the warmth of the in-store experience, create consistency across every touchpoint, and support continued growth in catering and B2B.
Key Outcomes
- Modernized the visual identity while maintaining strong brand recognition
- Created a warmer, more cohesive brand system across digital and physical touchpoints
- Developed new brand assets to strengthen storytelling and community connection
- Delivered a strategic marketing roadmap to support long-term growth and internal decision making
The TLDR
As Rosemary Rocksalt grew, its brand began to lose consistency across locations and digital channels. While customers experienced warmth and authenticity in-store, the online experience no longer reflected that same personality. The brand needed a refreshed identity and strategic direction to better support its evolving business, particularly its growing catering and B2B offerings.
The Challenge
Rosemary Rocksalt needed a brand that more accurately reflected the experience customers already loved while creating a stronger foundation for future growth across multiple audiences.
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Years of incremental updates had created inconsistencies across locations and marketing materials, making the brand feel fragmented.
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The welcoming, handcrafted feel customers experienced in-store wasn’t translating online, limiting the brand’s ability to create meaningful connections.
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As catering and wholesale became increasingly important, the brand needed stronger storytelling and positioning to connect with new audiences.
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The team wanted a flexible brand system and strategic direction that could evolve alongside the business without losing what made Rosemary Rocksalt unique.
The STrategy
Rather than simply redesigning the logo, we developed a complete brand system that aligned Rosemary Rocksalt’s visual identity, messaging, and marketing strategy around one cohesive story.
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We refined the brand’s positioning and messaging to better communicate its local roots, handcrafted approach, and community-first values.
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The visual identity was modernized through a simplified logo, a warmer, satiating colour palette, and handdrawn supporting graphics that feel both familiar and contemporary.
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New visual assets and brand guidelines created consistency across cafés, packaging, digital marketing, and future campaigns.
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Alongside the creative work, we developed a marketing roadmap to help guide future campaigns, investment decisions, and long-term brand growth.
The Outcome
Rosemary Rocksalt now has a stronger brand foundation that better reflects the experience customers have in-store while supporting continued growth across digital, catering, and wholesale channels.
project outcome
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Before Rebrand
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After Rebrand
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Packaging
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Signage
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Packaging
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Tagline
Our key decisions and rationale
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The logo was refined rather than reinvented, preserving existing brand equity while improving flexibility across digital and print applications.
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A richer, more appetizing colour palette and handdrawn illustrations better reflect the comfort, quality, and hospitality customers experience in every café.
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Every visual element was created to work together, making it easier for the internal team to maintain consistency as the business grows.
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Alongside the rebrand, we developed a practical marketing roadmap that gives the team clear direction for future campaigns, partnerships, and growth opportunities.
Next Steps
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