To make company identity that would combine technology and craft, warmth and uniqueness of every object. The style should have been quiet but original and easily used on different medium. The logo used on the labels was needed in the first place and the design for social media.
Thin and elegant font was chosen to be used in the logo — it goes together with photos and does not draw unnecessary attention. It has a peculiar X which reminds of a weave. The same letter appears in the logo which can be easily used without typography part. Ragged edges associate with craft — logo's prototype has become a tangle of wool.
The brand has got recognizable identity. The style is flexible and capable of changing for different purpose.
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