Discovery Session
The project began with an in-depth discovery session with the Medallion Foods team to understand the company’s history, values, and future direction. Founded in 1996, Medallion Foods had recently expanded beyond pasta into tempura products, making it clear that their existing brand no longer reflected the full scope of their business.
We discussed their upcoming 30th anniversary as an opportunity not just for a visual refresh, but for a brand evolution that honored their Pacific Northwest roots while feeling broader, more modern, and adaptable. This phase helped define the strategic foundation of the rebrand, including tone, audience, and design preferences.
Concept Phase
Based on insights from the discovery session, I developed several distinct logo concepts that explored different ways Medallion Foods could visually express its expanded offerings and longevity. Each concept took a unique approach, while remaining flexible enough to work across multiple product categories. These concepts were presented to the client with clear rationale, showing how each direction connected back to the goals we established early in the process.
Revisions
After reviewing the initial concepts, the Medallion Foods team provided thoughtful feedback that helped narrow and refine the chosen direction. This revision phase focused on fine-tuning details such as typography, iconography, and overall balance to ensure the brand felt confident, timeless, and scalable. Through collaborative iteration, the design evolved into a solution that aligned closely with the client’s vision while strengthening legibility and consistency across applications.
Brand Guide
Once the final logo was approved, I created a comprehensive brand guide to ensure long-term consistency and ease of use. The guide outlines primary and secondary logo variations, proper usage guidelines, color palette, typography system, and general brand principles. Designed to support both internal teams and external partners, the brand guide provides a clear framework for applying the Medallion Foods identity across packaging, marketing, and digital touchpoints as the company moves into its next chapter.
