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New Canaan Farms

Rebrand & Web Design

After working with Padrón & Co. on other projects, Gerry Waters reached out to our team to rebrand her husband's newly acquired business, New Canaan Farms, a retailer of jams, salsas, sauces, and spice mixes in the Utopia, TX area. The previous owner's website had distinct personality, but needed to be updated for better eCommerce functionality and a more modern—yet warm—design. As Creative Director, I set the initial direction for the rebrand and oversaw the development of the collateral material with our design team. I also took on the website redesign myself and worked with our team to create an eCommerce flow that worked for the average consumer.


• Adobe Illustrator

Adobe InDesign

• Wordpress + Elementor



Brand Audit

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For New Canaan Farms, we had a lot of discussion with the client on what they were looking for and how they wanted to reshape the brand, which gave us a lot to work with on the redesign. We started with comparing their then current look to that of who they identified as their main competitors.

When doing a rebrand, my goal is to identify what worked about their old brand (what design elements and choices worked best and gave them an identity) and evolve those elements into something fresh and new. In this way, you don't lose what gives the company personality. I was particularly inspired by the botanical illustrations that were featured on their website, their gift boxes (and that of their sister company, 12 Oaks), and in their labels, so I wanted to pull those out and make it the focus of my rebranding efforts. 


Color Scheme

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New Canaan Farm's original brand was rather lackluster, focusing too much on the beige/green text and not enough on the products or ingredients. By pulling the illustrations to the forefront, I was able to create a color scheme that was vibrant and bring attention to the company's products in an interesting way.

The most-used colors would be the Eggplant and Cream colors (used for text and backgrounds), and the secondary colors would be accents to enhance the brand in small ways (buttons, links, and logo variations). The new color scheme is warm and inviting but still has a pop of modern flair in its vibrancy.

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Old Logo Design

New Canaan Farms' old logo was really more of a font choice than a brand identity. While the font is cute and has a lot of character, there is very little to make it stand out in a crowd.

The client hoped that we could create something that wouldn't alienate existing customers and still be identifiable as the same brand.

New Logo Design

The new logo uses a font that is extremely similar to the old one with the benefit of having more glyphs to choose from to create more custom title choices. This font also has more defined characters, so it is a little easier to read.


I also included a sans-serif pairing, making it simple and easy to add complimentary sub-headings.


By creating a box element to frame the logotype, and adding a sub-title, the logo becomes more than just a font, and starts to really take on the shape of an identifiable brand mark.

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Old Website


The most problematic part of the website for the client however, was their eCommerce usability. Their product selection and check-out cart could not accurately reflect the specific purchase types needed to create custom orders nor did it accurately display correct pricing information once products were selected.

This was a large part of our website redesign efforts: to not only create a beautiful website that showcases their products, but create one that fit the functionality needs of the products themselves.


While the old New Canaan Farms website had some charm to it with the botanical illustrations and logotype, it was very text-heavy, beige, and bogged down by unnecessary lines to box in the content. Overall the site looked dated and lacked anything to insight a viewer to by their jams.

Final Website


After presenting initial Illustrator mockups of the Homepage, Mobile Views, and Elements of other pages, the client was very excited and ready to get started on the website build. The final website is a vibrant display of New Canaan Farms' delicious products with an intuitive new eCommerce system.

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Brand Collateral

In addition to creating a new brand identity and website, our team created brand new labels for the New Canaan Farms products, new gift boxes, and collateral material for product distribution and marketing. Below are some of the collateral material that I personally worked on.

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