Naomi Dootson, owner of Appleye Jewellery, spent some time operating from a beautiful lifestyle store in Nowra called The Artisan Collective. Her idea was to combine her jewellery shop and workshop space with locally produced artisan homewares, fashion and gifts. The shop became a local landmark, a place where people could connect and collaborate with a community of local and Australian makers, to happily while away time browsing the collection and chatting to the friendly staff.

Before the store opened, she commissioned Callie & Co Design to brand The Artisan Collective. She wanted the brand to be appropriate to its Australian coastal location and reflect the handmade local designs. In short, the brand needed to represent the name.

I started by creating three icons. One was a crossed hammer and paintbrush to represent artisan tools. The second included three pine trees to mirror the forests around Nowra. The third was a sprig of greenery for the natural products. I picked rustic lettering and laid out the logo in a traditional round artisan style. I then applied these elements to a variety of devices from icons to taglines. We settled on a misty forest as the hero image, which I recreated in monochrome layers for the graphics on the shop window. With this toolbox of imagery and graphics, Naomi was able to mix and match to suit the purpose, from candle labels to gift cards.




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