The Brief

The task was to design an identity with a classic, bespoke boutique look that would possess the versatility necessary to cover the extensive range of the brand. This included hundreds of SKUs and entire aisles of products within stores, featuring everything from sewing notions to scissors to needles to fasteners and more. The goal was to create an elegant yet adaptable branding that resonated with the diverse range of sewing items offered.

After the successful launch of this brand, which was well-received and embraced by Hobby Lobby's customer base, I was entrusted with the creation of a sister-brand. This new venture, named Yarnology, was dedicated to Hobby Lobby's exclusive range of yarn accessories. The continuity in branding ensured that Yarnology carried the same bespoke boutique feel, perfectly complementing the original sewing identity.

The Process

I aimed for an identity that feels handcrafted, seamlessly blending vintage and ornate styles to evoke a sense of nostalgia and craftsmanship. For the logo, I sought a symbol that would embody the brand's essence without being overly tied to a specific product. The humble needle and thread became my answer—timeless, versatile, and symbolic of the brand’s creative spirit.

Leaning into the bespoke nature of the brand, I worked closely with the client to craft something truly unique. Our collaboration resulted in an identity that not only stood out but was also flexible enough to encompass the extensive range of products the brand offers. To enhance visual differentiation within the many product lines, I introduced color-coded sub-categories, adding a layer of organization and clarity.

This approach ensured that each product, whether it was sewing scissors, needles, or fasteners, felt part of a cohesive yet distinct family, enhancing the overall customer experience and solidifying the brand's identity.