Rainbow Gardens is located at the Mouth of Ogden Canyon in Northern Utah. Since the early 1920s, Rainbow Gardens has been a hot spring resort, a dance hall, a swimming pool and bowling alley. Eventually it grew into the 20,000 sq. ft. shopping center that still operates today. Its picturesque location draws locals and visitors who wish to escape their busy lives and enjoy a day at Rainbow Gardens. This project explored ways to market the store toward a younger audience. The new brand identity emphasizes the canyon location of the store and conveys its playful nature.
I ultimately went with a simple design that retained elements of the original logo. Given the importance of history to the story and appeal of Rainbow Gardens, retaining a recognizable identity was essential to the rebrand. The typeface used in the logo is Montserrat Alternates, which provides a clean yet whimsical mark. It is paired with a simplified version of the original logo. The color scheme is drawn from popular fashion color schemes of the sixties, the decade my grandma, Rosie, started the Rainbow Gardens Gift Shop.