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