Product and lifestyle · Instagram feed post
Undyed Shetland wool, knitted a short drive from where we designed it. It softens every winter. Back in both colours this week.
Full photo, a single serif line bottom left, undyed frame.
Marlowe Knitwear
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Brand identity
Heritage knitwear designed in Edinburgh and knitted in Scotland, made to be worn for decades.
Personality
ConsideredHeritageUnderstated
Audience
Style-conscious buyers 30 to 60 in the UK and abroad who buy fewer, better things.
Direction
Navy on undyed wool. A high-contrast serif, quiet layouts, texture over colour.
Logo system
Colour palette
Tap a colour to copy its HEX code.
Typography
Aa
DM Serif DisplayHeadings · weight 400
ABCDEFGHIJKLM
abcdefghijklm 0123456789
Aa
KarlaBody · weight 400
Undyed Shetland wool, knitted a short drive from where we designed it. It softens every winter. Back in both colours this week.
- Knitted in Scotland. Worn for decades.
- The Arthur's Seat jumper, in undyed and navy.
- Marlowe Knitwear · Edinburgh
Visual identity
Knit-stitch pattern, woven label shapes, long margins.
Photography
Windswept Scottish landscapes and city streets, overcast light, the garment always the hero.
Tone of voice
Quiet confidence. Talks about wool, place and time.
- Knitted in Scotland. Worn for decades.
- The Arthur's Seat jumper, in undyed and navy.
Usage
MarloweKNITWEAR · EDINBURGHxx
Wordmark in navy on undyed, or undyed on navy. Never on busy patterns. Swing tags use the stitch mark alone.
Social rules. Full photo, a single serif line bottom left, undyed frame.
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Social media
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The conversation
What working together sounds like from the owner's side: Isla Fraser, founder at Marlowe Knitwear, messaging Sultan on the Asteroid team.
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Project overview
- The challenge
- Beautiful product, but labels and posts that looked like a craft-fair stall rather than a heritage brand.
- Brand direction
- Navy on undyed wool. Let the knit and the landscape speak.
- Creative approach
- A stitch mark for tags, a serif wordmark, and photography where the garment is always the subject.
- Design decisions
- Colour comes from the yarn, not the brand. The palette is lifted straight from the wool.
Services shown
- Brand identity
- Labels and swing tags
- Social media design
