ENJOY THE PROCESS
PROJECT HIGHLIGHTS
THE CHALLENGE
WODA, a new surf and travel bag company, needed a brand identity that clearly communicated their commitment to sustainability and appealed to environmentally conscious outdoor enthusiasts ages 30–50.
THE PROCESS
We began with a brand strategy session to define WODA’s values, mission, and audience, then built a complete identity system including a responsive logo suite, cohesive color palette, curated typography, photography direction, and custom patterns each rooted in sustainability and the founder’s passion.
THE RESULT
The new identity positioned WODA as a leader in sustainable surf travel bags, helping them stand out in a competitive market and connect with the right audience as they grow.
BRAND LOYALTY IS EMOTIONAL, NOT JUST VISUAL
A widely cited example comes from Cracker Barrel’s brand refresh, which sparked strong backlash from long-time customers. What’s often misunderstood is that the reaction wasn’t really about whether the design was good or bad. It was about what the change signaled. Customers didn’t reject modern design. They reacted to a perceived loss of identity and trust. The update felt like a step away from the values and familiarity they had built a relationship with over time.
THE TAKEAWAY
Modernizing without clarity or respect for what people already value can cost brands real equity. When change feels abrupt or disconnected, it creates uncertainty rather than progress. At Process Forty Three, we help brands modernize with intention while preserving what makes them feel familiar and trusted.
