When Lauren and Ayaz (aka Guthrie & Ghani) came to us, they had a clear vision for their new shop; light, bright and filled with a carefully curated selection of top quality fabrics, yarns and other haberdashery, everything would be design-led and help teach people that 'handmade doesn't have to look homemade'.
They knew how the physical shop would be kitted out and the sort of experience they wanted for customers – what they weren't sure about was how to translate these ideas into a brand identity to match their vision.
Not to worry – that's our job!
Our solution is a reverential nod to the values and traditions of the past, but is clearly contemporary in its execution. There's a hint of Modernism with added warmth; much of which comes from a distinctive, cheerful colour palette – developed to work as a full suite but also in smaller subsets of two or three colours.
A big bold typeface works perfectly for the logo and 'G&G' icon; it's easy to read at a distance (think signage) and also looks lovely when used at smaller sizes (price tags, for example).
Simple geometric shapes – circles, triangles and rectangles – play a leading role, allowing use of the brand colours in a straightforward and unfussy way for easy creation of designed elements.
We also take full responsibility for the haberdashery-related puns. Tongue-in-cheek, cute and informal, these are designed to be used across many applications; postcards, web banners, promotional bags, wall vinyls …
The primary application of the identity is the website which houses an online shop for those who can't get to the bricks and mortar store, a popular and active blog, and the ability to book crafty workshops and courses.
Shortly after launch, the website was already doing so well in natural search rankings that G&G had an online order from Australia! Plus, it held up admirably when Lauren was a finalist in BBC2's The Great British Sewing Bee, since which average daily visits have increased by more than 2000%.
- Brand consultancy
- Brand creation
- E-commerce website
- Frontend development
- Web design
- Website build (content-managed)