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
“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.