The photography lab industry is a dying art, few do it well. Richard Photo Lab is known as one of the best in the nation, but you’d never know that from their previous identity. Through our research we discovered growing negative perceptions of inconsistent results, which drove strategy to reposition the brand to a more relational customer service focus with a dependable experience. To signal this shift we needed a new identity to communicate the heart of a photo lab that gets it's hands dirty and takes no shortcuts.
Full of history, craftsmanship, and artistry - the rebrand repositions the brand to capture their legacy and personality. The new tagline “Let’s develop a relationship” cleverly connects their work with the new positioning around customer service. The logo’s diamond container, inspired by old film packaging, serves as a graphic device for pattern and flexibility across the system. From the new website and packaging tape to the use of the color orange - we brought Richard’s personality to life in every aspect of the new brand.