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Rebranding Input: I Need Your Comments!

by Stacie Bloomfield / 13 comments


So I am in the process of rebranding Gingiber.

At 1st, I thought this would be easy. I sell nursery decor, right? But, as it turns out, lots of adults like my cushions and prints too! And sometimes, calling yourself "Nursery Decor" can isolate a potential audience.

What to do? Gingiber is a strange sounding word. I've been using it for years. Now I am wondering if I should go for a total change and not only refocus my brand, but change the name of my company too? Like to a word that you can pronounce without being confused?


Sigh. What to do. I am working with a fantastic graphic designer for a new logo. But, as it turns out, having a brand without a compelling backstory can be difficult to design for. I have always just drawn what I want to draw. Now as I try to expand, I am trying to be more strategic.

Do I want to be the brand that makes trendy animals? The "fox, owl, and whatever the next trendy animal is" shop? Not sure.


And this is where I could really use your help, friends. If you would be so kind as to leave in the comments section words and thoughts about your impression of Gingiber. Like, what words would you use to describe my products? How do they make you feel?

Thanks in advance. I would really appreciate your input. For reals.

Stacie


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Comments

  • Sweety Darlin on

    Pen and Animal

    You do a lot of art that is very pen and ink and they are usually animals. I know it is a bit plain, but it was the first thing that came to mind when I saw you were considering a new name.

  • dear colleen on

    Having just gone through a rebrand I totally understand the struggle. Although I have a fairly clear cut target market so that makes life a lot easier. It strikes me that you make charming art for kids and grown up kids alike and that’s cool. Sometimes grown ups want a reassuring reminder of a less complicated time. Personally that’s the angle I would take.

    Re name I’m always in two minds about this, my though is I have a shop name and my actual name which art is done under. I think as an artist using just your own name is a powerful marketing tool as it has such a long history with in art.

  • Michelle on

    I like your name… it’s unique! And you’re right about “nursery decor” being somewhat alienating. I bought your turquoise owls alphabet a couple of years ago, and I have no children. It hung in my dining room for a long time, and now hangs in the entry way to my home. Your designs are very animal-focused, fun, and whimsical!

  • Desemba on

    I am currently going through the same thing in rebranding my small design business. You create sweet illustrations of wild animals, so the name Sweet Wilds comes to mind.

  • Cathy Peng on

    Hi Stacie,
    I really love your work and think the name “Gingiber” is unique and catchy. I have no idea what it means but it IS memorable, so wouldn’t change it if people already know you by this. If you were to change it, I’d concur with using your own name (that’s what I do) as it doesn’t really limit you in what you create.

    As for brand refocusing, I understand about feeling like you have to, but if both adults and children love your work, then I’d say keep doing what you’ve been doing. Your work is lovely!


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