The Logo is their biggest problem. Basically I’m going to change it. Starting with the logo, they had a Die in the background with letters across it, so I will keep that basic design they had. I will edit it though, by changing the font yet keeping the feel of their store. I will keep a solid color or two to be consistent with the design. I will drop the gradient and shadow effects immediately. Basically there won’t be an easy way to tell whether more people visit due to a couple design changes but increased sales or visits may help distinguish it.
Swainwright's Website 