First established in 1900, ML Edwards & Co has been a long-standing fixture of the Mount Vernon, Texas community. The historic general store operated as a family-run business on the town square for three generations. But after 116 years of esteemed business, new ownership reached out to Moses to create a new logo and full-blown brand identity.
Creating a brand identity for a store that has been around for more than a century is no small task. New ownership made it clear that “out with the old and in with the new” was not their approach or intent. ML Edwards & Co couldn’t just be updated – its rich history had to be preserved too.
The biggest challenge would be making sure ML Edwards & Co didn’t come off as a typical legacy brand. To do this, we needed to develop a campaign that would freshly connect with current residents and visitors of Franklin County.
To connect with these groups, Moses made sure the updated brand would resonate with the town’s core values of hospitality, hard work and virtue. Ultimately, we would promote ML Edwards & Co as a contemporary source for Southern hospitality and culture.
With the goal of preservation and revitalization, our creative team handcrafted a new logo and website that blended nostalgic and modern elements.
The historic essence of the general store was captured while the additions of new ventures - an eatery called Bistro 1916 and event space known as The Loft - were seamlessly integrated under the new brand.
The town didn’t just connect with ML Edwards & Co’s past, they also embraced its potential for the future. The century-old general store would continue to be a local favorite as it communicated a clear vision for the future and a firm commitment to the past. This wasn’t a typical business takeover or re-brand; it was something that gave the entire community something to rally behind. Now that’s what great branding is all about.