Trust the process…

🎨📖 Trust the Process: Why We Rebranded Before We Even Opened

When you’re building something from the ground up, there’s a lot you have to just go with in the moment. That’s exactly how our first logo came to be.

Everything was happening so quickly, finding the building, building the kitchen, ordering books and appliances, we knew we needed a logo fast. So we had one made.

And it was fine.

Actually, it was more than fine. It was clean, polished, and safe. At the time, it felt like progress, and that was enough!

Then the Decor Started Coming Together...

As furniture arrived and our shelves filled with color, texture, and personality, it became clear: this space wasn’t polished and safe. It was Vibrant. Whimsical. And full of flavor and story.

The original logo didn’t quite match the magic we were creating inside the space. And that mattered. This stresses me out more than opening a business!

So I decided to redo the branding before we even opened the doors.

We kept the parts we loved, the hat, the glasses, the heart of the idea, and gave the rest a little more playfulness, a little more color, and a lot more us.

The Wait, I Didn’t Expect

I reached out to someone I had worked with on a previous business, and trusted her with the rebrand. She’s talented and thankfully said yes, but life and timelines don’t always align the way you hope.

It took three weeks and a ton of nudging to get the first revised draft.
Which meant we were three weeks behind on:

• Launching social media

• Creating promotional materials

• Designing our exterior sign

In a season where everything feels like a race, this felt like a major stall. But instead of stressing out (okay, maybe just a little), I decided to: trust the process. Something I’ve been working on personally for the last few years. Trust that things are going to go the way you want them and believe in the process.

And You Know What? It Was Worth It.

When that new logo came in, it clicked. The colors, the curves, the playful energy, it was just what it needed.

Now, our logo reflects the exact vibe you feel when you walk through the door at Cooks & Books: creative, cozy, colorful, and welcoming.

Sometimes, the timeline doesn’t go your way. But if you’re building something that matters, it’s okay to pause. To pivot. To wait for what feels right.

All the things are moving forward. Trust the process.

XO - Alicia

June 22, 2025