Papillon Preserves

Papillon Preserves is a family-owned and operated artisanal pickling and preserves organization. As a young business in a highly competitive industry of e-commerce perdurable, Papillion Preserves discovered the importance of creating a memorable visual brand to ensure a long lasting impact in the industry.

Business challenge

As a fresh addition to the crowded online space of homemade food products, it was important to make a stamp on the industry off the hop. To give themselves the strongest possible start as a new business, a strong visual identity

The process

Papillon Preserves selected Smooth Sailing to assist them with the branding exercise, based on our ability to give small clients the one-on-one attention and focus needed to start on the right foot.

The result

We helped Papillon Preserves build a brand they could be proud of. A complete identity to begin showing off to potential clients.

Together, we launched a highly successful brand that included visual identity, brand narrative, and much more.

New beginnings

Getting started as a small, locally owned and operated foods organization in Toronto isn’t an easy thing. Papillon Preserves wanted to start small—perfect the recipes they’d been seeing the most demand for, build a long-term vision, and figure out who they were from a customer perspective. Smooth Sailing Design was brought in to assure a strong start.

Starting with likely demographics and assumed competition’s pricing, we built a customer profile. Narrowing the focus of the brand helped us weed out styles that didn’t work for our objectives, and create a brand voice.

Logo exploration

With our voice and values locked in, creating a logo to match was the next key step. Now, to be frank—the logo was always going to be a butterfly. The back and forth on the logo really just came down to the style. Literal, abstract, part of a lettermark, etc.

Logo & Variations

Once the logo was locked in, we built variations for the wide variety of applications likely to be used. A logomark for general use, “stamp” logos for smaller packaging, and a wordmark lockup for larger digital and print items.


Like with all logo and brand identity constructions, a brand guideline was the next key item. Building further on the brand voice and values we’d already built, a colour palette, typography choices, imagery rules, and general composition guidelines.
This would allow the team to begin the next step—building the physical assets they needed in the real world.


We learned a lot while building this brand. With any small client, the key to helping them build a strong, personal brand is to ensure you know the client. Getting into the depths of what they want out of their organization, their brand, and their efforts. As a designer, it’s about fleshing out what is best for your client, and what is best for their future as an organization.

With this client, I think we did just that.