Aeolidia to the rescue!
Benzie Design is a crafting wonderland that provides high-end craft supplies and textiles in a rainbow of colors. Founder Renae Bradley has a soft spot for felt, and the shop is known for its unique selection of felt in rare, rich hues. To foster a loyal community of felt lovers, Benzie Design focuses on quality photography and comprehensive tutorials that welcome crafters of all levels with a friendly, but knowledgable vibe.
Renae’s shop has been open for 9 years, and while things have been running smoothly, she wanted to ring in her shop’s 10th birthday by taking things to a new level.
As a whole, things are still working and nothing about our website is really holding us back. But our blog needs significant improvement—it is difficult to even find. On our website, I’m looking to improve flow and experience for our customers in order to ultimately increase sales. I would like to see my numbers and profits increase and keep the site beautiful too!
With the brand’s brick + mortar being such a destination craft store, it only made sense to create an online shopping experience that is just as fun and exciting. Benzie Design is known for being neat, colorful, and inspirational, but their current website and brand identity wasn’t doing all those good vibes justice.
Aeolidia to the rescue!
To revamp the brand’s visual identity and customer experience, designer Christine Castro created a new logo for Benzie that was inspired by their striking, colorful sheets of felt. The logotype features letters made up of smaller shapes, pieced together to read BENZIE in a simple, friendly and modern design. A completely reimagined web design with neat and fun pops of color got the back-end treatment from developer Jon Manning, while copywriting by Natalia Sylvester gave the community-focused brand a welcoming voice.
What Our Client Had to Say
I am so happy to have an updated place for my customers to come, browse + shop! We were in dire need for an upgrade and you all delivered! Thank you all for your time, energy + dedication to Benzie!
Christine—I also wanted to personally thank you for the work you did on our logo. Having a design background myself I have pretty high standards—and wow! You totally met all my expectations. I fall in love with the logo everytime I see it. It’s just beautiful—it’s been fun seeing it come to life through branding! I’m so glad we got matched up!
While conceptualizing the logo, Christine was inspired by the exciting feeling of making something new with felt. She envisioned a delighted customer tearing open her package, grabbing her favorite pair of scissors, then cutting various pieces and shapes to create her next masterpiece. The result was something crafty but not messy, something unique but friendly. It’s light-hearted and creative, but still legible (which is key when working with a made-up name like Benzie). The logo plays nicely with a rainbow brandmark and a vibrant color palette.
To transform the new Benzie Design identity into a seamless, delightful experience from start to finish, Christine created both digital and printed collateral. Social media graphics, newsletter templates, and everything from business cards to bag labels and tags bear the new logo and corresponding patterns and hues to deliver an emotional connection that inspires customers to start making things.
Benzie Design was already established in the craft world as a destination for all things felt, but the brand and website were not reflecting the breadth of their inventory or the depth of their crafting expertise.
Renae’s top priorities for the new website was to inspire customers with all the color and rainbow options Benzie offers while also showcasing their amazing project ideas.
The new web concept that Christine designed features a well-organized layout that prioritizes felt on the homepage, right from the get-go. Bright, editorial photography paired with design details and engaging copy help keep customers scrolling as they encourage clicks—and ultimately, purchases.
The updated branding, splashes of color, and neat, clean freshness give the site a happy but modern look and feel.
Complex Item Page
Blog Post Page
Home Page Copy
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WHAT WOOL YOU CREATE TODAY?
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FELT LIKE A PARTY
We’re a felt stitchery and wool wonderland heartily obsessed with color in all its glory. Based in Plainfield, IL, we ship out rainbow worldwide! Our store features an array of tools, fibers, inspiration, and friendly know-how to bring your next bright idea to life.
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