elderflower yarn crafts | branding and visual identity
elderflower yarn crafts is a small business focused on promoting the fiber arts with lessons and accessible patterns.
i was approached by the owner to create a revamped brand identity for her that better reflected an earthy, hand drawn, friendly feel. this mark also created a more sophisticated and professional frame for her brand to start breaking boundaries in the pittsburgh area.
in my research, i found that the elderflower is considered to be "nature's lacework", so i iterated with this concept in mind. i wanted the mark to live as an emblem or a stamp shape; with the pill shape, the mark mirrors a skein of yarn and the flowing stem and leaves create an abstract impression of yarn fibers. the dots of the elderflower allow for an expanded pattern system within the visual identity.
