Reduce Rebrand

Launched February 2025

Brand Design Lead: Kinsey Futrell
Photo Art Direction: Abbie Coones and Kinsey Futrell
Photography: Raindrop
Logo Design: Brand Bureau (refined by Kinsey Futrell)
Web Design: Abbie Coones
Illustration: Amy Slatem

Reduce is an Atlanta-based, family-owned drinkware company founded in 2006, known for creating functional, thoughtfully designed products that simplify everyday life. With a focus on usability, quality, and accessibility, the brand serves a wide range of consumers through major national retailers.

As Brand Design Lead, I helped modernize the visual identity, contributing to logo refinement, an updated color and typography system, and a comprehensive packaging redesign. I developed the brand guidelines and collaborated with illustrators, photographers, and cross-functional teams to bring the refreshed identity to life across product, retail, and environmental design, including office spaces and trade shows.