Transforming a Brand
Project;
Brand Development
Responsibilities:
Brand Development and System, Art Direction, Retail Design, Campaign Development, Team Leadership, Vendor and Production Management, and Creative Operations.
The Bottom Line:
I led Kure’s brand through three evolutions as regulations shifted across 60+ stores in eight states, and kept the identity recognizable the whole way. 98% of customers said that the new store look felt like a lifestyle, not a transaction.
"Most rebrands are driven by ambition. This one was driven by survival."
Case Study:
Most rebrands are driven by ambition. This one was driven by survival.
Since 2018, I led Kure’s brand through a regulatory landscape that changed by state and by city. The business started as a vape retailer, moved into hemp and CBD, then toward broader wellness. More than 60 stores. Eight states. Multiple in-house brands. Every shift meant the identity had to change without losing the recognition and trust Kure had already earned.
I started by modernizing the original mark. Cleaner, more refined, built to carry future changes. When Kure entered hemp and CBD, I adapted the identity for the new category and kept the equity. When regulations and strategy called for broader positioning, I dropped the CBD + Vape descriptor and returned to a single, confident wordmark. Now the brand could grow past any one product category.
Then I took it into the stores. I directed signage updates across the network, refreshed environmental graphics, and led the shift from a conventional vape-shop look to a refined, boutique-inspired interior. The same brand, from the storefront to the first step inside.
The result:
After a customer survey email campaign, 98% of respondents said the new stores felt like a lifestyle, not a transaction.
> BACK TO WORKS
