Beautiful day

empowering more refugees with meaningful work.

We rebranded Beautiful Day, a refugee job training non-profit, by collaborating with their community to become a regional program and a national brand in the next decade.

challenge

Renaming, rebranding, and repositioning an organization well-loved and recognized by the community. We had to consider existing stakeholders and supporters in our process.

INSIGHTS

Renaming a well-loved brand takes time – a lot of time. We rebranded Beautiful Day 3 years ago and they sometimes have to remind people of their old name. A clear brand transition strategy and a unified voice helped existing customers adapt to the change while helping win new ones.

OUTCOME

An ongoing collaborative design and development journey that included stakeholders and the community. This approach is a highly effective way of getting buy in from key constituencies.

01 / name & rebrand

A brand by the community, for the community.

At Giant Shoulders, the process is as important as the final product. Branding is an opportunity to build deep relationships — with the client, their community, and their brand.

Beautiful Day outgrew their original name ‘Providence Granola Project’, and have expanded well beyond Providence and granola. They had matured from a humble side project to a community institution. The name “Beautiful Day” was born out of the founder’s love for U2, representing the unwavering hope refugees seek and a community ready to help them find it.

The best way to transition their decade-old brand was to involve the community in co-creating the new brand. We invited refugees, board members, and the community to participate in our process. Through collaborative sessions, we distilled their promise and developed their brand voice.

02 / PACKAGING DESIGN

Standing out from the crowd through design.

When we rebranded Beautiful Day in 2016, they only offered bags of loose granola with limited local distribution. Over the next couple of years, they expanded their distribution and introduced granola bars and coffee, which has helped them find a larger market and mainstream following.

In order to support their growing retail presence, we evolved the packaging design to differentiate the product on the shelf through its unique brand story. Their products can now be found in stores across the country.

03 / BRANDED EVENTS

Harnessing the power of storytelling to bring the community closer.

At the core of Beautiful Day are strong bonds and relationships. People are at the core of any brand, within the organization and the community surrounding it. Beautiful Day runs several events a year, bringing refugees and neighbors together to share stories over healthy food.

As Beautiful Day grew, the number of events increased as well. In 2019, they’ll be launching their first major event, gathering 300 people for their first storytelling event, “Journeys of Hope.”