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case study

White Birch General Store

services

Brand Strategy, Brand Design, Website Design

The Challenge

Two years after we completed the branding for her personal blog, Robin’s Empty Nest, Robin returned to us with an exciting new venture. She and her husband had purchased the historic country store in Bennington, NH, with plans to restore and transform it into a modern eatery and general store. She wanted a brand that would honor the rural charm of New Hampshire while feeling fresh and inviting. Choosing the name White Birch General Store—a nod to the state tree—she envisioned a space that would serve as both a community gathering spot and a destination for high-quality local goods.

The Solution

We crafted a classic, farmhouse-inspired brand identity that balances nostalgia and modern elegance. The hand-lettered, vintage-inspired typography and a hand-sketched birch leaf motif capture the rustic charm of New England, while the color palette—black, white, and touches of gold (the color of autumn birch leaves)—adds a timeless yet warm feel. The store itself, with its white siding and black farmhouse trim, provided the perfect visual inspiration for the branding.

To complete the experience, we designed a beautiful, functional website that mirrors the quaint and inviting nature of the store while maintaining a polished, high-end aesthetic. This project held special significance for us, as Kelsey grew up in New Hampshire, visiting countless country stores throughout her childhood. White Birch General Store is more than just a business—it’s a way to preserve the heart of rural New England while giving it a fresh, modern perspective.

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