Reset Branding + Design


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February 13th, 2018
Dragging an Iconic Canadian Brand Through the Mud
johnmiziolek, reset branding, franca dinardo, canadian branding experts, toronto branding experts, branding experts

Recently, John Miziolek, Co-Founder of Reset Branding was interviewed by National Post writer Hollie Shaw about Tim Horton’s brand issues. You can find the full article here. Basically, Tim Horton’s has been attacked in the media and by employee’s and franchisees over pay, benefits and operation costs. In the opinion of brand expert John Miziolek, the situation has not been handled well by the iconic Canadian brand and is risking a delicate attachment Canadian’s have with Tim Horton’s. Read more here.

October 4th, 2017
Reset Branding Announces Joint Venture with Yelp Wifi

Toronto, September 2017- Award-winning branding firm Reset Branding joins forces with Falcon Retail to represent Yelp Wifi in North America.

Reset Branding specializes in strategic brand development and has worked with clients of all sizes, including Chapman’s Ice Cream, High Liner Foods, Hershey’s and Molson Coors. John Miziolek, one of the Founders of Reset Branding Inc., envisions the company as the most unique and innovative branding agency in North America. John is excited to announce this joint venture, saying “we have always focused on connecting brands with consumers and believe that Yelp Wifi is one of the cornerstones of the future of consumer engagement. Our joint venture with Falcon Retail expands our digital capabilities and creates innovative ways of engaging consumers. Yelp Wifi allows consumers to immediately connect with brands through their smart devices, encouraging the impulse to purchase.”

Barry MacDonald, President of Falcon Retail commented on the joint venture: “We’re excited to be part of this new venture with Reset Branding. Both agencies share a passion for utilizing new and emerging technologies to connect consumers with brands. Yelp’s core technology allows consumers to tap into free guest Wi-Fi while helping businesses re-engage those customers in the future in order to drive repeat visits and in-store sales.”

To learn more about Falcon Retail, please visit

May 6th, 2016
Canada’s Grocery Wars

Canada’s grocery wars seems to have finally slowed down. Amongst tremendous pressure from competitive forces, the overall landscape in Canada’s grocery industry may have stabilized. John Miziolek was recently asked by Canadian Grocer Magazine to comment on this shift in consumer perception. Here is a clip of the article:

Peace has returned to Canada’s grocery aisles. Target Corp., the much-heralded new entrant upon its arrival in Canada, in 2013, has been banished to its homeland, a victim of the fickle Canadian consumer and a hopeless supply chain that practically guaranteed failure. During Target’s short, two-year tenure, Canada’s Big Three grocer-Loblaw, Metro and Sobeys-Walmart and Costco. Target, of course, wasn’t much of a factor in the assault. Its grocery aisles were practically ghost towns.

Click here to read the rest of the article.

April 11th, 2016
Down the Rabbit Hole with David Usher

John Miziolek,  from Reset Branding and Host of Design Masters Canada recently sat down with David Usher on location in Montreal. David is the lead singer of the rock band Moist, has sold millions of albums worldwide, has a best-selling book called “Let The Elephants Run” and delivers a killer presentation about creativity. John and David talk about a number of things that included David’s passion for climate change, his beliefs about creativity and the creative process, and of course music.

David is a great guy, approachable, passionate and open to discussing how the world works. You can listen the newest episode here.

March 10th, 2016
Reset Branding Features Student Work From Russia

Design student Marina Volodina who attends Stroganov Moscow State University of Arts and Industry has designed a beautifully simple concept for LED lightbulbs. Her concept can be found on the website called Packaging of the World. You can see more of her work by clicking here.

Marina explains her concept “The range consists of E14 and E27 screw bases and 5 bulb shapes which are clearly visible through the transparent packaging that helps immediately understand what type of a LED bulb you need. The packages are coded with 3 colours depending on color temperature in Kelvin: white packaging colour is for natural light, yellow colour is for warm light and the blue one is for cold light. Also the typography on the front side of the packaging supports the idea of transparancy and includes the short main information about the LED bulbs: a LED type, color temperature, a screw base and watts. On the reverse side all the technical characteristics are written in detail.”

 John Miziolek, designer at Reset Branding says “This concept is a wonderful use of materials that really adds some visual interest to a commoditized category. It simplifies consumer choice and provides clarity for sku differentiation.”

John is also the host of Design Masters Canada, an iTunes featured podcast that focuses on the best design and branding talent across North America.

September 24th, 2015
Birks Repositions Its Brand to Attract a Younger Crowd

Canadian branding professional John Miziolek, and designer at Reset Branding was recently asked by the Globe and Mail’s Paul Attfield to comment on the new positioning strategy of Birks. This is an excerpt from the article.

After 133 years of selling its fine jewellery out of “intimidating” stores replete with oppressive dark wood, Montreal’s Birks Group Inc. decided to go in a new direction.

So, to coincide with the hiring of current president and chief executive officer Jean-Christophe Bédos three years ago, Birks underwent a comprehensive rebranding campaign. The goals were clear: to become more of an international brand, to revitalize the product lines, and to make the jewellery buying experience a more relaxed event.

The company was also responding to competitors, such as Tiffany & Co., which has grown its Canadian operation in recent years, and De Beers SA, which opened its first Canadian store two years ago.

Birks switched direction and targeted three different consumer segments: Generation X shoppers, affluent millennials and international luxury customers. It was a decision that was long overdue for some who follow the sector.

For the full article click Birks Rebranding.

August 2nd, 2015
Does a National Food Branding Strategy Make Sense for Canada?

John Miziolek, designer at Reset Branding was recently interviewed by the Globe and Mail about whether a National Food Branding Strategy would make sense for Canada.

A big challenge

The challenge of developing a popular national brand strategy lies in the fact that Canada’s food products are diverse – everything from apples, to meat to dairy and grain. On top of that, the country’s growers range in size from small family-run growers to massive agribusinesses.

“What we would have to do is create an umbrella strategy that is flexible enough that it can be used regardless of the organization that is part of it,” says John Miziolek, president and co-founder of Oakville, Ont.-based Reset Branding, “because there’s no way you could create one singular brand and hope that it would fit everybody’s needs.”

The solution could be creating smaller brands for each of those diverse products and then to develop an umbrella strategy to encompass the smaller classes, he explains. But he emphasizes that making it mandatory would be the strategy’s death knell.

“Just from a branding and marketing perspective that’s a horrible way to start a brand,” says Mr. Miziolek, “forcing people to comply with rules that they’re not very excited about.”

With the caveat that it would have to be managed well to actually succeed, he says increased recognition in the global food market could lead to more stable and solid revenue for the companies that enroll in a national branding program.

“If done correctly, and all of the organizations and producers were managed properly, we could establish ourselves in the global market place as a high-quality exporter of various types of food products,” says Mr. Miziolek.

A ‘lofty goal’

“But,” he adds, “it’s a pretty lofty goal, to be honest.”

To read the full article, click here:

June 30th, 2015
Reset Branding Wins 11 Design Awards

New York, NY (June 30, 2015) — Reset Branding has walked off with a trophy-case full of Communicator Awards, as announced by the Academy of Interactive and Visual Arts today. The Communicator Awards, based in New York, honors the best in advertising, corporate communications, public relations and branding. This year’s competition received thousands of entries from agencies of all sizes, making it one of the largest awards show of its kind in the world.

The nine awards join multiple 2015 PAC Global Leadership Awards, snagged by the design firm last month, as announced by The Packaging Association of Canada.

2015 has been an unprecedented year of achievements and accolades for Reset Branding and is led by internationally recognized designer Franca DiNardo.