Cashmerette

Custom Shopify website and brand identity design.

The Challenge

Cashmerette is a sewing pattern brand based in Boston. It celebrates curves, confidence, and limitless style. With a desire to prioritize her online store, founder Jenny Rushmore came to us for a new, custom Shopify site. It needed to keep valuable search traffic from her WordPress blog and to integrate several backend programs. Visually, the goal was a website design that felt more like a clothing brand than a craft website.

Our Approach

We redesigned the Cashmerette site with sophisticated branding and a front-and-center online store. For the branding, we created a polished wordmark and bold, bright patterns reflective of fabric patterns. Then we moved the main website & shop from WordPress to Shopify. As part of the move, we redesigned the blog and moved it to a subdomain, while maintaining a cohesive sense of Cashmerette’s signature confident style.

Our Roles

Visit the website

Cashmerette - print design. — Sewing patterns and business card design featuring the logo and brandmark.

Product page design with curvy-friendly patterns.

We created a sophisticated website design and moved Jenny’s shop from WordPress to Shopify. We then carefully tracked and redirected content so important Google traffic would not be interrupted. Switching from a WordPress blog with a shop subdomain to a Shopify shop with a blog subdomain was a really significant (and strategic!) move for Cashmerette. At our 6 month website checkup, we were thrilled to see how successfully and synergistically these two platforms were bringing in organic traffic as intended.

Brand style guide, including logo design, colors, and typography.

Cashmerette - graphic element design. — Alternate logo design for Instagram.

We started out thinking we would design a brand identity around Jenny’s existing logo. It had served as a wonderful launchpad for Cashmerette. But the logo, which incorporated sewing imagery, needed a refresh if Jenny wanted to depart from a “crafty” brand image. We designed a sophisticated word mark, removing the needle iconography from the logo lettering. The resulting script logo feels polished and reminiscent of sewing without ever showing a thread or needle.

We worked with Aeolidia to help continue evolving Cashmerette, from its origins as a home-made one-person blog, to its new status as a professional store focused on selling patterns. Creating a custom template allowed us to have a more polished and frictionless user experience, and add the various features we wanted. The refreshed brand identity work also made it easier for us to have a consistent brand look and feel across all our marketing touchpoints.