Kinsfolk Shop
2022 — Branding & Illustration
An absolute dream project. ✨ Based in Guelph, Kinsfolk Shop is an online shop that curates whimsical + responsibly sourced products for the home. They carry everything from kitchen tools and toiletries to craft supplies and children’s toys, and much more.
Owner Tiu had done a really solid job DIYing the Kinfolk branding, but as the shop grew, she wanted to give it a more professional + custom treatment – so that’s where I came in! I completely redesigned the existing brand and created a collection of illustrated icons, which we used across a handful of branded assets.
Brand Identity
Colourful – whimsical – cozy
Tiu wanted to stand-out in the sea of beige that eco-friendly brands often land in. So we focused on bringing personality & colour to the brand, while still being professional.
As a fan of my illustration (🥲), we of course had to create a little custom-drawn house icon. I incorporated a few special details – scalloped roof, heart-shaped smoke cloud – while ensuring it didn’t get to complex and remained legible at smaller sizes.
In addition to the new icon, we brought in a new brand typeface with storybook / Lord of the Rings vibes, which I customized just a lil – look at that lil O tail – and dressed up with a multi-colour font treatment featuring the new Kinsfolk colour palette.
Icon Collection
In addition, I also illustrated a collection of 21 individual icons representing the different products Kinsfolk carries, as well as a couple of fun extras.
Branded Assets
I used the icon collection to create a few branded assets; we started with water-activated paper tape and a new banner for the online shop – two spots where Kinsfolk interacts with their customers, introducing them to the new branding and adding a little fun + whimsy to their shopping experience!
I also provided Tiu with a style guide, so she was able to implement the new colour palette + fonts on the website and ensure a cohesive experience.
