Aimee Randle had been following Aeolidia on Instagram for about a year when she finally made the leap and reached out to us about creating a logo and visual identity for her brand new clothing pattern business, Puzzle Patterns. We were thrilled at the chance to start from scratch, especially because she was looking for a team of logo and brand designers who could work with her business as it grew.
Puzzle Patterns sells PDF clothing patterns for collection pieces that are interchangeable, like a puzzle. With an initial launch of children’s clothing patterns and plans to expand to women’s clothing later, the brand has a style that is modern, hip, and functional for play and tumbling, with a dash of cute and quirky. As Aimee put it, she wanted a visual identity that would quickly let customers know that “this is not the same kind of patterns their nana uses.” She also envisioned clear lines and structured design, to keep the logo reflective of the brand’s easy-to-follow patterns. Enthusiasm paired with simplicity were key.
As we kicked off work on her new logo design, Aimee told Jess on our team: “I don’t want people to look at it and think of the chore of sewing things for themselves, but the fun and imagination that can come from it.”
Minimalism and quirk? Sign us up. Inspired by Aimee’s love for Scandinavian design, Jess began researching and exploring imagery options and kept coming back to retro Scandinavian folk art flowers. They’re graphic and fun, but with a minimal amount of lines and detail. Using this as the foundation for the logo, she then incorporated scissors and pins—tools of the trade—into a flower design made up of individual geometric pieces. “They can be shuffled around to create new and different types of flower designs, much like your concept for your products! In addition, the line-art style of the icon also mimics the design of clothing patterns.”
Jess paired the flower icon with a simple lowercase serif type that has a retro fun flair with the loopy “t’s”. The resulting combination hints at a vintage aesthetic, but with a clean and contemporary twist that Aimee absolutely loved.
Check out the branding guide and accompanying brand elements, like Puzzle Patterns postcards and Instruction Sheet Templates, that Jess created using the new logo as a foundation. The color palette has plenty of vibrant pop, but delivered in a really simple balance that makes it feel clean and refreshing.
We’re so excited for Aimee’s new business and look forward to the time when a custom web design is on the horizon! We loved cheering her on as her business identity came to fruition.
“This was a huge step for me and everyone involved made the whole road clear, exciting and incredibly easy to navigate,” Aimee said. “The logo is beautiful and the design is so simple and clear, but I keep looking at it and seeing more and finding more to love.”
Could your business use this kind of clever design? We still have some spots left in our August design block, which means you could show off your new brand and packaging to all of your Christmas shoppers! If your products make good gifts, contact us today to ensure you’re sending the right message by Black Friday and Cyber Monday this year.
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I like to think of selling as storytelling, and the place you need to start is with your brand identity.
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