In the world of artisan food products, branding isn’t just about aesthetics—it’s about storytelling, value perception, and customer connection. For Under The Bark Syrup Co., a fresh identity wasn’t just a design change; it was a business transformation. Today, we’re diving into how this Minnesota-based maple syrup company partnered with Venlo Studio to revamp their visual branding and drive record-breaking sales.

This case is officially open, so let’s dive in!

A New Chapter for an Established Brand

When Austin and his wife, Madeline, acquired a maple syrup business in July 2023, they weren’t just buying a company—they were carrying on a legacy. Their passion for high-quality food and sustainable sourcing led them to take a leap of faith, determined to share the purest, most flavorful maple syrup with others. But beyond the product itself, they had a bigger mission: to empower people to live cleaner lifestyles while creating a business aligned with their values of generosity, integrity, and sustainability.

For the remainder of 2023, they operated under the previous name and branding. But they quickly recognized a major challenge: while their syrup was premium, their visual identity was outdated. After 12 years under the previous brand, it no longer communicated the high standards and craftsmanship infused into every bottle.

Meet the Millers

Austin and Madeline Miller acquired Under the Bark Syrup Co (formally known as Three Rivers Farm) in 2023 to continue the legacy of a family-run business.

The Branding Roadblock

The most glaring issue? The packaging. The previous owner bottled their syrup in traditional wine bottles, leading to constant confusion at craft fairs and markets. Customers would glance, assume it was wine, and walk away. On top of that, their labels were outdated and wouldn’t fit the modern bottles they wanted to introduce. Austin knew a rebrand was essential, but as someone with no design experience, he needed a branding partner who could bring his vision to life.

*BEFORE: Three Rivers Farm branding and packaging*

Why Venlo Studio?

Choosing a branding partner is a big decision—one that Austin didn’t take lightly. Initially, he was hesitant, asking himself: What if I don’t like the designs? What if I don’t feel heard? But after seeing Venlo Studio’s portfolio, he took the leap—and never looked back. “BOY WAS I WRONG!!! I LOVED EVERYTHING!!” Austin shared.

“Partnering with Venlo Studio was hands down the best decision I made.” – Austin

Rebrand: Logo Design

How Venlo Studio Elevated the Brand

Venlo Studio took Under The Bark Syrup Co. from a simple syrup producer to a premium, must-have brand. The transformation included the following:

Brand Identity

A complete overhaul in branding. Everything changed: company name, logo suite, color palette, typography—every component was refreshed to create a cohesive, intentional brand that aligned with the company’s values and high-quality ingredients.

New Package Design

A stunning new bottle and custom die-cut label that immediately attracted customers. No more wine bottle confusion—just a beautifully branded product that stood out from the competition.

Trade Booth Design

A compelling, on-brand setup that ensures Under The Bark Syrup Co. stands out at fairs and shows. The booth design not only showcases their premium syrups but also creates an inviting space that draws customers in, sparking curiosity and conversations.

Professional Product Photography

A game-changer for sales, both in-person and online, these polished product images capture customers’ attention. Venlo Studio photographed staged lifestyle imagery of popular flavors, as well as clean e-commerce photos of all SKUs for a consistent and cohesive look on their website.

A peak into the gallery:

The Right Time to Invest

For product-based businesses, timing a rebrand can be tricky. Austin knew that mid-season wasn’t ideal, but waiting indefinitely wasn’t an option either. The re-brand kicked off in December 2023 and was completed by February 2024, just in time for the spring season.

Austin realized that strong branding does more than make a product look good—it sells the product without him having to say a word.

**“I got sick of leaving money on the table,” Austin admitted. “People already knew our syrup tasted good. I wanted it to look good too.”**

The Results: A 50%-100% Increase in Sales

The impact of the rebrand was undeniable. Everyone loved the new look. Under The Bark Syrup Co. hit the 2024 market season with an entirely different presence. The results?

50% increase in sales at repeat shows compared to 2023.
100% revenue growth at some festivals—jumping from $14K to $28K in a single weekend.

While other vendors at markets reported a 30%-50% drop in sales from 2023, Under The Bark Syrup Co. was thriving—proving that strategic visual branding isn’t just an expense; it’s an investment that pays off.

Beyond the Numbers: The Power of Perception

Beyond revenue, the new branding delivered something priceless: customer excitement.

A premium perception shift that allowed them to raise prices without hesitation from customers.
Shoppers now stop at their booth because they’re drawn to the aesthetic.
Customers buy bottles as gifts and even display them as kitchen décor.
The brand now sparks conversations, making every sale easier and more organic.

For Austin, the biggest takeaway was clear: who you work with makes all the difference.

“Who you work with makes a world of difference, Lydia is INCREDIBLY smart and I know now that if/when I have something I need help with visually, she's the one I NEED on my side. We've now had her take all of our product photos as well AND my wife has been doing photography for 10 years full time. I think that's saying something about Lydia and Venlo Studio’s talent. Sometimes you need to learn when to hand things off and hire smarter people than yourself to help you do things.”

–Austin Miller

As for what’s next? Gift boxes and new flavors! The company is currently sourcing custom bottles for holiday gift sets and brainstorming their next exciting syrup infusion.

Final Takeaway

Under The Bark Syrup Co.’s transformation is proof that branding is more than just a design upgrade—it’s a growth strategy. If you want customers to see the value in your product before they even taste it, investing in professional branding is the key.

Want to elevate your brand? Let’s make your business visually unforgettable.

Interested in working with us?

Visit our Branding and Product Photography page or fill out the inquiry form to learn more!

Case Study: How a Rebrand Doubled Sales for Under The Bark Syrup Co.