An outdated brand identity fell short in terms of reflecting the superior quality, transparent supply chain practices, and community values defining the Alfresco team. In a saturated market, the challenge was to reposition the Alfresco brand by developing a clear, compelling narrative that sets its people apart. We set out to develop a visual and verbal identity aligned with the brand’s unique story, boosting recognition and fostering a deeper connection with South Coast frequenters and their extended network of stockists.