Deep Street originally came to us with the idea of being a day-tour street food company targeting travellers in Southeast Asia. The concept was all about discovering the hidden secrets of a busy city, so we built the identity around a street cat, with bright neon colours and a lot of energy.
They were now offering 11 day tours and wanted to target an older audience, with a focus on healthy living, slow travel and Morocco as their main destination. Neon colours and a street cat weren't going to work anymore.
So rather than trying to force the original identity to fit the new business, we stripped it right back and started again. The question became: How do we create a brand that represents boutique culinary adventures?
Something that feels: Mindful. Curious. Cultural. Warm. Human. And appeals to adventurous 45–65 year olds who have the money and desire to travel, but don't have the time to organise everything themselves. The answer? A goat.
Goats are calm. They roam. They have a certain majestic presence. They're strong and curious; and, crucially, they love to eat. Legend has it they'll eat pretty much anything. (When we were kids, we wanted a pet goat so we wouldn't have to put our rubbish in the bin anymore. The new identity is much warmer and more natural. The neutral, luxurious colour palette and editorial typography give it the feeling of a boutique travel guide. Which is exactly how we wanted the service itself to feel.
The photography brings in the sense of adventure, but also focuses on the people and stories you'll encounter along the way. And most importantly, the brand now feels like the business it represents. Sometimes a rebrand isn't about fixing what's broken. Sometimes the business has simply changed direction, and trying to hold onto the old identity is what gets in the way.
If your business has changed direction, perhaps it's time to stop trying to make the old brand fit.
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