Live Like a Local: Sundial’s New Era [COFFEE REBRAND]

Follow Sundial’s complete brand evolution—from emotional journey to the strategic process of their new logo, website, and photography.

A whole new era of Sundial

The coffee shop we all know and love has evolved beyond anyone’s imagination. Surf City has a pillar, the landmark meeting spot, the flagship coffee shop, and the #1 destination for e-v-e-r-y-o-n-e.

There is zero reasonable excuse to not come here.

I introduced you to Bridget back in 2022 upon her business expansion. NOW we’re diving into her REBRAND and her complete restructuring of the biz from the inside out.

If you’re considering a rebrand for your own business… i.e. logos, website, inventory, merchandising, etc… please read on!

The backstory

Bridget originally had a beautiful logo comprised of a hand-drawn illustration of an actual sundial shell, with a retro typeface above and below. She felt the logo was limiting in the ways she could use it, and overall, she was just ready to modernize.

Leaving behind this logo was very bittersweet. There were moments that she doubted her desire to change at all.

This is a very realistic emotional moment for a business owner – the apprehension to change anything for fear of leaving something special, authentic, original, or even simply comfortable…behind.

The rebranding process

She came to me in search of graphic designers who could help with this! I sent her three referrals of people I trusted. She ultimately went with the one that she felt could also support her in her goals to improve her merchandising strategy, her positioning strategy, and of course, her visual presence. This was Sasha Fedunchak with Daring Haus. This was a great fit for her. Sasha had experience in retail spaces and knew exactly what would be needed to speak to Bridget’s clientele.

I stayed involved. I’ve sat beside a lot of business owners going through this transition.

After several weeks, she arrived at a new logo and entire brand suite. She began ordering inventory, clothing, mugs, ALL THE THINGS.

And I got to work on the back end. I worked in unison with her web designer (Alexi!) to configure the perfect photoshoot that would complement the website needs, new social media launch, AND the online ordering menu as they rebrand! We crafted imagery that would last for years while setting the entire tone of what it means to be a part of the Sundial community.

Lastly, the website is in progress as we speak, BUT for now, enjoy some coastal-cozy Sundial photography!

The (re)branding photography to back it all up

Sundial Coffee and Tea, Surf City, Topsail Island, North Carolina. Lineberry Photography Co. Spring 2025.

PRODUCT IMAGERY FOR ONLINE ORDERING AND SOCIAL MEDIA

Coffee Shop Photography, Coffee Shop Rebrand Photoshoot

IN DAILY LIFE: THE REBRAND

THE BEACH IS JUST UP THE BLOCK – THE BEACH IS PART OF THE DAY-TO-DAY.

This gallery has nearly 500 images in it. For a rebrand, that’s a mighty healthy bundle of content!

Sure, I’ll show up for a 1 hour portrait session, but can you get the entire feeling of what it’s like to be involved with a brand from simple portraits of you with a laptop on a chair? Nope. The foundational brand sessions are for establishing brand visuals in their entirety: that’s why we do portraits, team in action, inventory, lifestyle, and “out in the wild” (as I like to say) to get the full scope of the brand. As a member of the community, your business needs to operate and show itself as just that.

We can chat it over. ✌🏼

-BL.

Let's do a Meet & Greet

Raising my hand to support you through navigating small business growth, to get you acquainted with this cozy beach town, and to photograph the adventures you're sure to have while you're here.