About Us

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“To begin building your brand, ask yourself three questions: 1) Who are you? 2) What do you do? 3) Why does it matter?” – Marty Neumeier 

It’s crowded out there. Defining the heart and face of your brand (the Why and the What) helps connect with your ideal customers. We understand that design is more than just making a snappy logo, packaging, and point-of-sales tools. We need that design to drive trial and get your customers raving about your product. 14 years of experience in the beverage industry gives us the understanding that all brand messaging and deliverables need to align with your business goals and your customers’ needs.

Our Process

1.) Grab coffee: Whether it actually involves coffee or not, we’ll have a chat on the phone, in-person or remote meeting, and determine if we’re a good fit for each other. I’ll ask about your vision and business goals. If we’re a good fit, great! We can get to work.

2.) Find your WHY: This is where the fun begins, and we determine the heart of your brand. We meet for a facilitated brand assessment and strategy workshop to get a full understanding of what your brand is about and who your ideal customers are, what they need, and how they’ll find you. These exercises help define who you are so we can align your brand with your customers. The valuable insights that emerge during this phase helps us strategize and design for them, making it easier for them to buy from you. (That’s what we want!)

3.) Write the recipe: We take everything from our brand strategy session and create a recipe for how to move forward – a brand blueprint. This will include your positioning, ideal customers, and direction on look, feel, and voice. We’ll also work together to determine which design deliverables make sense in order for you to clearly communicate with your customers.

4.) Find your WHAT: Now that we’ve determined the heart of your brand, it’s time to put a face on your brand. We’ll design your brand identity system, which will have everything you need to make your grand brand debut. And if you have an established brand and know what you need, we can hit the ground running to fulfill your design needs, too. We’ve designed program tools in print and digital for brands including KeVita, Naked Juice, Soylent, Bright Foods, VEEV Spirits, Bols, Blue Nectar Tequila, Coors Light, Miller High Life, Pei Wei, P.F. Changs, Merci Chocolate, Mars, Inc., Southern Comfort, and Grolsch.

Aireen Arellano

Founder / CEO / Creative Director

Born and raised in the south side of Chicago, Aireen founded Brim Branding (then Aerial Ardour, LLC) in 2009 and currently serves as an AIGA design leader as well as Commissioner for Tinley Park’s Environmental Enhancement Commission, where her mission is to maintain and ensure a healthful environment for all citizens, as well as for future generations. She keeps sustainability in mind as she works with and designs for her clients.

As a veteran of print, packaging, illustration, and social media branding, she has become a trusted consultant in a variety of verticals. From proposal to project delivery, she is involved in every step to ensure creative vision and execution is aligned with her client’s goals and their customers’ needs.

She received her BFA from Columbia College Chicago in Advertising Art Direction, studied Illustration at Northern Illinois University, and was a student in the Summer Program for Fine Arts at the School of the Art Institute of Chicago, so her foundation in fine art allows her to approach design with depth.

When she is not helping her clients find their WHY & WHAT, you can find her practicing vinyasa yoga with her two dogs nearby, playing tennis with her husband, and being an animal advocate as a contributing member of The Humane League. Aireen also creates content for her YouTube channel, where she offers business and design advice and tutorials to aspiring entrepreneurs and designers.

Let’s find your WHY & WHAT together

Are you brimming with excitement? Awesome! Find out how Brim Branding can help you.


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