Pepperell, Massachusetts Rebrand
November 2020
Pepperell is a small town in northern Massachusetts on the border of New Hampshire. With a population of about 11,000 residents, it is home to working class families and a farming community.
This town's history dates back to the Revolutionary War and was home to historical figures such as William Prescott, who led the patriot forces in the Battle of Bunker Hill, and Prudence Wright who commanded a women's militia and captured loyalists at Pepperell's Covered Bridge.
The overall goal for the branding of Pepperell is to modernize it for the new age while acknowledging its historical roots. Pepperell has tried to capitalize on its history but struggles to attract tourists.
This projects aims to wipe off the dust and bring attention to the landmarks in the town. My concept is colonial academia, which draws upon the colonial aspects of Pepperell: specifically the academia architecture of buildings like the Lawrence Library.
Mood Board 1
In this mood board I aim to reflect the aesthetic of the colonial era in town's farming community and roots:
Mood Board 2
For my second mood board I have decided to focus on the dark academia aesthetic, which is more in line with the architecture of many of Pepperell's landmarks:
Logo Process
My workflow was trial and error. I made thumbnail sketches of over 100 different logos. Below are some of the ideas I passed on. In refining the end product, I took into careful consideration simplicity and legibility.
Final Logo
Secondary Logos
Color Palette
For my color palette I was inspired by my mood boards, especially Mood Board 1.
I wanted it to be bright and natural, to evoke images of the farming community
and living off the land.
Typeface
I chose Circular by Laurenz Brunner as my brands main typeface because in contrast to the final logo design, it is a simple geometric sans-serif.
Patterns
I created these two patterns for the branding pack, using the mark and a piece of the mark as repeating objects.
Letterhead and Business Card
I applied one of my patterns and the color palette in order to create a simple but eye catching stationary design. It achieves modernity without sacrificing its classic look through the pops of color in the corners.
Letterhead and Business Card Mock ups
Banners
My intention was to create two sets of banners. The first one would serve as a name banner that welcomes you into the town. The second would compromise of landmark-specific designs that display an image of and introduce you to the attraction.
Tote Bags
For merchandise I opted for tote bags because they are highly customizable. I used pieces of the logo, mark, and patterns to create a set of tote bags that range from sophisticated and bespoke to down-to-earth.
