Hard Way Cider Rebrand

From Photography to Bespoke Family Art

Helping Mothers Create a More Meaningful Home

This project started with the unique perspective of Melissa Howlett, the photographer behind Dust & Breath. She believes that family photography is more than a hollow representation of what a family looks like, but rather a glimpse into the beauty of who they are. She also believes that photography should be framed and displayed, not stored on a hard drive. She works with her clients to bring beautiful images into their home, replacing generic “art” and blank walls with images that breathe meaning and love into their family. Nothing is more important than the people in a home. The art on the walls should reflect that.

We worked with Melissa to draw out her perspective and uncover the story behind it. This became the foundation for positioning her brand to stand apart from the saturated market of photographers. Melissa is an artist. She creates tangible and meaningful family art, not digital images.

Working closely with Melissa, we developed a brand narrative that celebrates each person as unique and significant. Additionally, photography enables us to uniquely capture the spirit and character of people. This results in family art that creates a rich and warm environment, adding layers to our homes and our lives. Framed photographs become the physical artifacts that prove not only that we existed, but that we are loved and significant.

We created a visual identity system that is cohesive, yet flexible and compliments her Parisian and Victorian style. This included an ethereal and warm colour palette paired with grounded, yet elegant typography and graphic elements that provide a touch of whimsy and magic.