Project Overview
This rebranding project celebrates Gilbertson’s General Store's history and character in Keyeser, Wisconsin. Established in 1894 by a Gilbertson family member who immigrated from Norway, the store has served the community for more than 130 years, becoming a local landmark and gathering place for generations. My goal was to create a cohesive visual identity that honors its heritage while capturing the welcoming, nostalgic charm of a traditional small-town general store.
Through historical research and visual exploration, I drew inspiration from the building, the era, and the store’s longstanding community presence. I developed a logo suite featuring bold vintage typography, a prominent “G” monogram, and a heritage-inspired color palette of navy blue, cream, and muted blue. The textured backgrounds and classic badge-style compositions reinforce the feeling of an old-fashioned storefront, creating an identity that feels established and timeless.
Programs Used: Adobe Illustrator and Adobe Photoshop.
Old products showcase the change in prices
Photo from the 1920's
Keyeser Wisconsin
History Preserved inside the building
Remodels took place in 2025
The new owners - Rachel and Dave Munz, with their kids
Initial Sketch ideas
Final branding
