Andersens Hobby
Brand Development

When we started developing this brand from scratch we went out from a few foundation stones. She has run this store for many years already, and the name “Andersens Hobby” is already established. Now we need to take the name and make it recognizable and memorable.

Digging to the Bottom

We went to the core, and decided to work from the basic idea of stitches. A big part of Andersens Hobby is knitting, so I looked closely at knitting stitches and realized they are a pattern of these.

Andersens Hobby - Stitch

A single knitting stitch.

So I made a pattern of them like a knitted sweater, and then subtracted until I was left with the shape I wanted.

Andersens Hobby Logo

From there we picked out a couple of colors. Cream white and that shaded mint green for that retro feel, and adding a touch of brown for being a country shop.

Andersens Hobby - Finished Logos

The Font

For a font we picked out Aleo. It has a certain roundness to it which takes it a bit towards the homely feel, but also has the straight lines required to convey that this is an orderly place. We felt we had found our match.

Aleo Font Specimen

Aleo Font in action, writing out words in Norwegian.

Image from Andersens Hobby Poster

An example of bringing the elements together into a poster.

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