Case Study: BigMouth Inc Rebranding

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Deliverables
  • Strategy
  • Competitive Analysis
  • Logo
  • Brand Guide
  • Packaging
  • Hangtags
  • Website
Location

Glastonbury, CT

BigMouth Inc. was at a critical growth stage in 2014–15; to move beyond being a manufacturer and be sold in design-centric retail environments like Target, a recognizable consumer brand had to be created. Monroe&Co undertook a bold, iconic rebrand over 4 months that included research & competitive analysis, findings & recommendations, brand assets, and later a website.

bigmouth inc branding rebranding private equity target style guide website packaging marketing materials new york city graphic designer

Logo

The company produces naughty gag gifts designed to make people smile and laugh. The original logo had a gaping mouth with teeth held open by fingers that reminded us of a trip to the dentist. To us, a “big mouth” in the context of this brand really meant a big belly laugh as someone sees the product.

bigmouth inc old logo
original logo

The new logo nods to the naughty factor by using a common visual for censorship in images—black bars being placed over the eyes or redacted text. In the mobile phone era, it also references the too-cool-for-school sunglasses smily emoji.

The final logo design incorporates all of these ideas into a simplified, instantly iconic, laughing cartoon character. Knowing that branding is often viewed on screens as social media profile images or small icons, we wanted to create a logo that read well within a square or circle.

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final logo

Brand Guide

bigmouth inc branding rebranding private equity target style guide website packaging marketing materials new york city graphic designer small business startup

Packaging

When delivering the style guide, we also provided about a dozen packaging designs for products of varying size, shape, box, hangcard, etc.

bigmouth inc branding rebranding private equity target style guide website packaging marketing materials new york city graphic designer small business startup

Website

bigmouth inc branding rebranding private equity target style guide website packaging marketing materials new york city graphic designer small business startup
bigmouth inc branding rebranding private equity target style guide website packaging marketing materials new york city graphic designer small business startup
e-newsletter template design

Result

Picked up by Target, Walmart, Kohls, Urban Outfitters and endorsed by celebrities, the brand is a favorite among influencers worldwide. The rebranding empowered the salesforce to deliver explosive revenue growth (50%+ YoY). Leveraging a robust brand toolkit from Monroe&Co, the founder achieved his dream of selling to private equity investors in less than two years after rebrand. Read the full case study (PDF) >

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Credits

Design: Monroe&Co
Photos: BigMouth Inc & Monroe&Co
Illustrations: Jennifer Boyd