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Brand Identity | Logo Design | Mascot | Brand Guidelines
How a Vision on Paper Became a Brand Kids Love — The Flavor Labs
- Client The Flavor Labs
- Author Lyon Creatives
THE STRUGGLE
A vision on paper. Nothing to show the world yet.
Casey Jojic had a vision for The Flavor Labs — a place where kids could explore science, cooking, and creativity all at once. She had the concept, the passion, and a sketchbook full of ideas. What she didn’t have was a brand, a budget, or a background in design.
She came from corporate finance, not the kitchen. She was opening a storefront and knew she needed a sign, a logo, an identity. But she also knew she couldn’t afford to get it wrong.
“I realized that without a brand, without a logo and image, it wasn’t going to hold any weight with anyone.”
Her brother, who works in product design, gave her the advice that changed everything: this is one thing where you don’t take shortcuts. You get what you pay for.
She didn’t take shortcuts.
The Work
Science, fun, and a mascot named Remy.
Casey came in with hand-drawn sketches — chef’s hats, goggles, fun shapes — trying to capture the intersection of science, experimentation, and fun. We took those ideas and built a complete brand identity around them: a playful mascot logo, a distinctive color system, typography, and a comprehensive brand guide covering every detail from RGB codes to font hierarchy.
The mascot became the heart of the brand. Kids named him Remy — after the rat in Ratatouille — and he’s been on the walls, the windows, and the merchandise ever since.
The Transformation
The sign went up. It became real.
The brand guide became Casey’s most-used business tool. Five years later she still pulls it up weekly — checking the exact Flavor Labs blue, verifying fonts, keeping every touchpoint consistent. When the sign went up on the storefront and the stickers went on the windows, something shifted.
“Having a brand gave me so much more credibility — at least for myself. I remember when they first put the sign up outside. I was like, this is legit.”
Casey had started the business with massive imposter syndrome — no culinary background, no teaching experience, building everything herself during COVID. The brand gave her something bigger than herself to stand behind. It became the thing that made it real.
“This is now bigger than me. This is a thing.”
Five years in, the brand has taken on a life of its own. Kids draw Remy in class. They ask for Remy t-shirts. The Flavor Labs has been featured in 201 Magazine, covered on News 12, and had a Z100 personality talk about them on air — all without paying for it.
The Results
Five years in. Still the same brand. Still turning heads.
- A brand identity that has remained consistent and recognizable for five years and counting
- A mascot that became a beloved character kids connect with, draw, and ask for on merchandise
- Organic media coverage including 201 Magazine, News 12, and Z100 — driven by brand recognition
- A brand guide referenced weekly for color, typography, and consistency across all materials
- Confidence to show up, pitch the business, and fight imposter syndrome from day one
"Creating this brand for us has helped immensely — immeasurably, really. Don't skimp. Go with someone who knows what they're doing. If you don't do it right from the beginning and have to rebrand two years down the road, you'll pay triple the money and confuse people. It's an investment you need to be willing to make upfront."
Casey Jojic
Founder, The Flavor Labs
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