Designer: Ashley Haffner

In addition to longing for a new logo, Mona Kail of Vitamin Cottage Natural Grocers is looking to revamp its current brochure. Designer Ashley Haffner also offered revision options for this key marketing piece. One of her main concerns is that the existing brochure lacks organization.

“This piece is very cluttered and doesn’t provide much information that customers can use,” Haffner says. She feels that including more specifi c information will help the brochure serve as an educational piece, so she borrowed text from the company’s current website. “This extra information markets the store’s features,” she explains. In her redesign, she abandoned the brochure’s tri-fold format and instead adopted a newsletter layout.

To help headlines stand out, Haffner pulled colors directly from her redesign of the Vitamin Cottage logo. “[In the original brochure] there was a lot of color, but it was all over the place and your eye couldn’t follow the information easily,” Haffner says. “So I used blocks of color found in the new logo to keep different sections organized.”

Images with vibrant colors also help to add interest to the brochure. “Always have a main subject in the picture,” Haffner advises. “Since it’s a smaller brochure, you want images with a defi nite focus so people immediately know what they’re looking at.” Stock photos can be obtained from websites, or photographs can be taken by the company.

The result? An attractively organized, informative marketing piece that showcases Vitamin Cottage’s products and highlights its expertise.