Product promotion · Instagram feed post
Our most-asked-about throw is back in indigo and cream. Heavy enough for January, soft enough for the couch. Limited run.
Photo with an indigo panel, serif headline, rust for the product name.
Hearth & Loom
Woven blankets, throws and home goods from Maine for people who want their house to feel like a cabin.
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Brand identity
Woven blankets, throws and home goods from Maine for people who want their house to feel like a cabin.
Personality
CozyCraftedCoastal
Audience
Homeowners 28 to 55 across the US who buy considered home goods online.
Direction
Oatmeal, indigo and rust. A bookish serif with a friendly sans.
Logo system
Colour palette
Tap a colour to copy its HEX code.
Typography
Aa
Libre BaskervilleHeadings · weight 400
ABCDEFGHIJKLM
abcdefghijklm 0123456789
Aa
FigtreeBody · weight 400
Our most-asked-about throw is back in indigo and cream. Heavy enough for January, soft enough for the couch. Limited run.
- The Casco Bay throw is back.
- Woven in New England from soft wool.
- Hearth & Loom · Portland, ME
Visual identity
Woven grid patterns, stitched borders, product tags.
Photography
Products in real homes, morning light, coastal Maine views through windows.
Tone of voice
Warm and unhurried. Talks about materials, places and weather.
- The Casco Bay throw is back.
- For the first cold night of the year.
Usage
Hearth & Loomxx
Ampersand always in the serif. Mark can sit inside product tags. Never on bright white.
Social rules. Photo with an indigo panel, serif headline, rust for the product name.
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Social media
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The conversation
What working together sounds like from the owner's side: Megan Doyle, co-founder at Hearth & Loom, messaging Muskan on the Asteroid team.
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Project overview
- The challenge
- A growing online shop whose brand did not feel as warm or well made as the products.
- Brand direction
- A cabin library: indigo, rust, oatmeal, a bookish serif.
- Creative approach
- A flame-in-weave mark for tags and boxes, a classic wordmark, and lifestyle photography in real homes.
- Design decisions
- Rust is the only bright color and it always points to a product.
Services shown
- Brand identity
- Packaging
- Social media design
- Email marketing
