Kinsfolk Shop
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.
Tiu came to me as a fan of my illustration work (🥲), so we of course had to create a custom house icon. I incorporated a few special details – scalloped roof, heart-shaped smoke cloud – while ensuring it didn’t get too complex and remained legible at smaller sizes.
In addition to the new icon, we brought in a brand new typeface with storybook / Lord of the Rings vibes, which I customized just a lil – look at that O’s tail! – and dressed up with a multi-colour treatment featuring the new Kinsfolk colour palette.
Branded Illustrations
A major part of the Kinsfolk rebrand was the creation of over 20 custom illustrated icons. We curated a selection of some of the shop’s most-loved products, such handmade natural soap and a reusable lunch bag, along with some fun little extras such as smiling mushrooms and colourful tulips.
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 some 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 across the website and social media, ensuring a cohesive experience.
