Knit Picks Brand
SERVICES PROVIDED:
- Brand Strategy
- Identity Design
After 20 years of providing high-quality yarns, knitting tools, and patterns to a dedicated online community, Knit Picks was ready to undergo a thoughtful redesign to better reflect their growth, commitment to quality, and evolving customer needs. This refreshed identity is a fusion of tradition and innovation, paying homage to our rich heritage by keeping the spirit of the original design while embracing the future of knitting in the digital age.
1. Logo & Visual Identity:
The new logo borrows elements from the original logo, adding timeless elegance with a modern twist, capturing the essence of both classic handcraft and contemporary style. The design features a more refined, hand drawn style that replicated the delicate loops of yarn and the artistry behind every stitch. The updated typography has a modern, approachable feel, ensuring the brand is both polished and inviting.
2. Color Palette:
The redesigned color palette strikes a balance between the warm, cozy tones that reflect the comfort of knitting and the vibrant hues that represent the creativity and inspiration at the heart of the craft. Soft neutrals, paired with bold pops of color, create an inviting and energetic atmosphere, appealing to a wide range of customers—from beginners to seasoned knitters.
3. Packaging & Product Presentation:
Their product packaging has been revamped to reflect the brand’s new look, combining eco-friendly materials with modern design elements. The new packaging features bold, eye-catching graphics and tactile finishes that reinforce the quality and care that go into each product. It’s designed to be a treat for customers when they receive their orders, reinforcing the joy of creating something beautiful by hand.
4. Brand Messaging & Voice:
Their brand voice is evolving to be more inclusive, friendly, and inspirational, welcoming both long-time knitting enthusiasts and newcomers to the craft. I’ve honed their messaging to emphasize their deep knowledge of knitting, commitment to sustainable sourcing, and passion for fostering a creative community. Whether it’s through expert tutorials, community-driven challenges, or showcasing customer creations, their messaging now reflects their desire to inspire, educate, and connect knitters around the world.
