rebrand and website redesign
art direction:
Peter Baston & Jesse Amborn

While doing a rebrand for Grovemade, Peter and Jesse asked me to write a line that was concise, fun, and memorable, for Grovemade to use as a hashtag, and possibly more. I concepted the line "Made the Hard Way", and it took on a life larger than we could have hoped.

I then worked directly with the Grovemade team to establish a new brand tone of voice, create a manifesto, and execute the voice throughout the rest of their website content and collateral. 

Made The Hard Way communicates Grovemade's dedication to premium materials, and meticulous, by-hand process. And it does so in a style that is completely ownable. Irrevocably Grovemade, with no hint of arrogance or contrivance.

The line has since become a unifying thread, woven throughout the brand and appearing on their website, social media platforms, thank you cards, point of sale signage, and packaging. 

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