case study

Rebranding Blue Hummingbird Foods, formerly known as Deby’s Gluten Free, required a comprehensive overhaul of its public image and internal operations. The primary challenge was to create a cohesive brand identity through a new logo, website, and labels. Additionally, the project demanded significant upgrades to business operations, such as implementing a point-of-sale (POS) system and an efficient clock-in/clock-out system. The goal was to streamline processes, improve customer experience, and enhance marketing efforts, all while working within a limited budget and resources.

The strategy began with creating a new logo, contracted to Christian Dunbar, and securing its trademark through Frost Brown Todd. To modernize operations, a POS system was implemented, replacing handwritten processes with itemized receipts and barcodes for over 450 labels. The label redesign included a unique color scheme to simplify shopping for over 480 products. For the website, over 2,000 product photos were taken, edited, and published. Inspired by competitors, especially Amy’s Food, a user-friendly website architecture was developed. A custom cake order form was also integrated to reduce phone order workload for employees.

The rebranding project resulted in a strong and consistent brand identity across all customer touchpoints. The new logo and labels enhanced product recognition and shopping ease. Operational efficiencies improved significantly with the new POS system, clock-in/clock-out system, and streamlined label management. The website launch successfully showcased over 480 products, improved customer experience, and reduced employee workload with the custom cake order form. Overall, the rebranding efforts led to increased customer satisfaction and operational productivity.

Label Showcase

Blue Hummingbird Foods has over 500 unique products across 6 categories (Breads, Entrees, Sweets, Flours, Bagels, and Biscuits) that customers are confronted with when entering their store. I was tasked with making the products easily identifiable by type, flavor and allergens. To do this I had to come with unique color scheme for over 500 products. I also had to add barcodes and QR codes to each label linking the product to it’s product page on the company’s website at Bluehummingbirdfoods.com. This has allowed the company to easily market it’s products every time a customer purchases.   

Website Showcase

The redesigned website for Blue Hummingbird Foods serves as a comprehensive online storefront, featuring over 480 unique products across five categories. Despite budget constraints, high-quality photos were taken and edited using a smartphone, ensuring every product was well-represented. Inspired by the architecture of Amy’s Food, the website offers an intuitive shopping experience with easy navigation and detailed product pages. The custom cake order form allows customers to place orders seamlessly, specifying details and pricing, while ensuring orders meet the required lead time. The website’s design and functionality reflect the new brand identity, providing a cohesive and efficient platform for customers and employees alike.

Marketing Challenge

Blue Hummingbird Foods needed to revamp its marketing strategy to align with its new brand identity and effectively reach its target audience. The challenge was to create engaging and impactful marketing materials, including video ads, social media posts, and business cards, that would attract new customers and retain existing ones. With the shift from Deby’s Gluten Free to Blue Hummingbird Foods, it was essential to communicate the rebrand clearly and compellingly across all marketing channels.

To meet this challenge, a series of high-quality video ads were produced to highlight the unique selling points of Blue Hummingbird Foods’ products. The videos showcased the extensive range of gluten-free products, the vibrant new packaging, and the ease of shopping on the redesigned website.

Product Photos

Capturing the essence of Blue Hummingbird Foods’ extensive product line required an immense photography effort. Over 2,000 photos were taken, meticulously styled and edited to highlight the quality and appeal of each item. With 1,500 photos published, this visual undertaking ensured that every product, from breads and muffins to the most unique gluten-free offerings, was represented in the new brand identity. These images play a crucial role in providing customers with a clear, enticing view of what Blue Hummingbird Foods has to offer.

Muffin Photos

The photoshoot for Blue Hummingbird Foods’ muffins was equally detailed, focusing on showcasing the variety and appeal of these popular items. Each muffin was photographed to emphasize its distinct flavors and inviting appearance. The visual strategy involved capturing multiple angles and variations to provide a thorough representation. Like the bread photos, this shoot was part of a larger effort to photograph and publish high-quality images for a wide array of products, well beyond the muffins and breads shown here. This extensive photo collection helped create a visually engaging and comprehensive online catalog, enhancing the customer shopping experience.

The Takeaway

The rebranding of Blue Hummingbird Foods, from Deby’s Gluten Free, represents a transformative journey of innovation, quality, and customer focus. From the creation of a new logo and labels to the development of a comprehensive and user-friendly website, every aspect of this project was designed to enhance the customer experience and streamline business operations. The marketing efforts, including engaging video ads and high-quality product photos, have successfully communicated the new brand identity.

We invite you to visit the website and see for yourself the extensive range of products, the vibrant new design, and the seamless shopping experience. Explore the world of Blue Hummingbird Foods and discover the commitment to quality and excellence that defines our brand.