Beautiful Day

A brand built on hope and a better tomorrow

The Brief

Nourishing the Body and Fostering Community

Beautiful Day, formerly the Providence Granola Project, is a non-profit dedicated to helping build more inclusive communities through food. They hire refugees from countries all over the world to make granolas and coffees. Refugees learn new skills and languages all-the-while rebuilding their lives. After 10 years, the organization had outgrown the name. They sought to position themselves as a national brand name, rather than a local project. And needed help expanding horizons.

My Role

I collaborated with the creative director, brand strategist, and copywriter throughout the brand discovery process. Once the Brand idea had been defined, I developed the identity and packaging system.

Team

Will Denton—Design
Tino Chow—Strategy
Pramod Maharana—Creative Direction
Shreedavy Babuji—Copywriting
Allison Bebee—Project Management
Cory Vertentes—Photography

Approach

Prioritizing messages

There was already strong narrative behind the mission. But there was also a story to be told around the product. Delicious organic granola, many of the ingredients sourced locally in the New England, is a compelling narrative for potential customers. But which narrative would differentiate the brand and impact the business? The Mission? Or the Product?


Value proposition (product-centric)

Beautiful Day offers wholesome, healthy products and almost instant gratification.


Competitive advantage (mission-centric)

A self-sustaining and replicable business model that enables refugees to pursue their strongest felt need—employment.


The mission statement

To mobilize refugee employment and to foster a broader conversation about refugee wellbeing at home and abroad.
Simply put, the brand exists to encourage hope, one meal at a time. Where every day is a beautiful day.

Execution

What if you could own hope?

That was the question I asked my team when the brand strategy had been discovered. While the brand should express the concept of a beautiful day, the brand is also about giving a voice to people who don’t get a chance to be heard. The identity should reflect that.

Every brand identity needs fixed elements. But I also looked for an opportunity for us all to be able to own the brand, and make the graphic system accessible for anyone wishing to use.

Extending the identity with a graphic system

Inspired by real life struggles and triumphs of refugees, each shape within the system carries its own meaning. Together, they create a unique and unspoken language for the Beautiful Day brand. While I designed my own definitions for these symbols, it was imperative that audiences, customers and stakeholders could project their own meaning onto these symbols. I wanted everyone to expressing their own vision of a beautiful day.

Brand guideline sample

I designed a comprehensive brand guidelines, that covered the visual identity, as well as the brand values, and voice and tone of Beautiful Day. Chief among these values was articulating the difference between sympathy and empathy. Take a look at the full guidelines.

Minimum viable packaging

The packaging design was the most important touchpoint of the brand, and thus the most important application of the identity system. With an unsurprisingly small budget, I had to design a product that represented the brand, and stood out from the crowd both in the aisles of the supermarket and in the stands at the farmer’s market.

Conclusion

Basking in sunlight

Beautiful Day has since worked with over 100 refugees, of 14 nationalities and 20 ethnicities. Over 80% of their trainees successfully move onto to new jobs, new communities and new lives. The product line to include coffees and and seasonal spiced nut mixes. They have also expanded beyond the farmer’s market and into select Whole Foods markets.

The founders threw a brand-launch party, inviting past and present trainees, donors, and loyal customers. They came together to share their stories of gratitude, hope, and what a beautiful day means to them.


What did I learn? How to balance messages.

Working for a non-profit with a consumer product element presented a new challenge. Consumers bought the product, but donors bought into the mission. I learned throughout this process which touch points do we lead with the mission? And when do we lead with the product?


What could I have done better? Meet the client where they are.

I was inspired by the mission. So much so, that I had designed concepts that were way beyond what was financially feasible at the time. I had to re-focus, and worked on curtailing my designs away from a far-off future state, to solving today's design problems.

More Work