The Making of a Brand

The Making of a Brand

The Making of a Brand

Over the years, we’ve learned that breathing life into a brand requires a careful balance of strategy and spontaneity. No rebrand is exactly the same. From ideation to cultivation, each journey looks different from the last.

January 17, 2023

Words by Marbury Team

Over the years, we’ve learned that breathing life into a brand requires a careful balance of strategy and spontaneity. No rebrand is exactly the same. From ideation to cultivation, each journey looks different from the last. After years of refining our process and honing our craft, we still inevitably find ourselves surprised by the path that each rebrand takes. It’s part of what makes this work so engaging.

We now surrender to the simple fact that each brand is a unique being with its own story.

When the Boxwood Avenue team came to us in early 2022 with a desire to up-level and refine their brand identity, we knew where to start. Instead of focusing on what they needed to become, we discovered who they already were—an earthy lifestyle brand inspired by timeless interior design, old world traditions, and simple living that feels like luxury. We used this narrative as the anchor and guide for their rebrand.

No rebrand is exactly the same. From ideation to cultivation, each journey looks different from the last.

 

Drawing inspiration from Boxwood’s traditional design aesthetic, the warm, nurturing relationships they have with their clients and customers, and their origin story in a rural, California town that set the foundation for slow living, we crafted an elevated identity that feels both heritage and fresh.

A beautiful Robin’s egg is at the core of the brand’s color palette, complemented by an earthy mushroom and storied parchment. The wordmarks feature Roman-style typography inspired by antique, hand typeset books, and were designed to tell a cohesive visual story across each of the brand’s verticals. 

An elegant monogram reminiscent of old embroidery serves as the primary submark for the brand, while a secondary submark—intended for use throughout the mercantile print collateral—features an illustrated boxwood clipping.

For Boxwood Avenue’s packaging suite, we incorporated textured stocks, foil stamping, and blind embossing to create an elevated, tactile experience that clients and customers can hold onto as keepsakes; reminders that there is luxury to be enjoyed in simplicity.

Every detail infused into this rebrand was intentional, leading to a finished product that feels coherent and flowing. This was made possible not through strategy and formula alone, but through a collective understanding of the story we set out to tell.

This project—with three verticals beneath one brand umbrella—had a lot of moving pieces that could have felt scattered without proper execution. However, we worked with the belief that all things can be held together by a story.

By starting with strategic brand narration, we ensure that each project arrives at an aligned ending that effortlessly communicates and unifies the brand’s values.

The journey may vary, but the origin and outcome is always the same.

Curious to learn more about Marbury’s rebranding process? Get in touch to start a conversation and determine if Marbury is the right fit for your story.

Download our free Brand Discovery Guide, designed to help you unearth your brand’s values and build a strong foundation for your vision to thrive.

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