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Smoothie Factory was in need of a re-brand after the franchise was bought in 2013. The company stressed that Health, Taste and Style were three words that represent their company best. It is important to them that fruit imagery remains in the logo.
Upon research, I found that this shop has a higher price point than their competition. They use fresh fruit over frozen and because they offer protein supplements, the customer uses the smoothie as a meal replacement. Smoothie Factory customers say they view the location as an extension of their home - they like to hang out and work as they would a coffee shop. This research led me to believe that the Smoothie Factory brand needed to be elevated from their current position within the market.
The existing logo did not do a good job of emphasizing the fresh fruit that Smoothie Factory provides. The logo is black which doesn't feel natural or healthy. The cog is a mechanical icon that would better represent a manufactured product. This logo simply does not reach Smoothie Factory's goals of Health, Taste and Style.