The term brand identity can mean a lot of different things. At Caliber, we think of it as an all-encompassing visual system—one that clearly communicates what your brand looks, sounds and even feels like. These foundational elements play a critical role in expressing who your brand is and what they stand for.
The work below highlights this approach through our recent visual system development for Pomegranate Market.
After our standard research and discovery process, we took a deep dive into Pomegranate Market’s existing logo. Our goal was to refresh and modernize their mark—making it more functional and adaptable for their growing brand. But we didn’t stop there. Beyond the typical horizontal and vertical logo variations, we developed a full visual system: a collection of supporting marks, badges and graphic elements that work alongside—and sometimes in place of—the primary logo. This gives the brand greater flexibility, broader application and long-term staying power.
In addition to visuals, we helped Pomegranate Market define a brand voice that carries consistently across all messaging. A clear, cohesive voice builds recognition and trust with both current and future customers.
Once the core assets were established, we turned to color. While most brands rely on one or two primary colors, we believe in building robust, thoughtful palettes that can evolve with the brand over time. For Pomegranate, this meant drawing inspiration from the vibrant variety of produce and goods they offer. The result is a dynamic palette—anchored in multiple tones of green and complemented by bright, fresh colors—that brings energy and versatility to the brand.
From strategy to execution, every element is built to work together—and to keep working as the brand grows. That’s how we approach every project at Caliber: creating brands that hold up, stand out and stay relevant over time.
