The article showcases the transformative process of a brand redesign led by Chris and the How&How team. Their goal was to create an identity that is both audacious and user-empowering. Utilizing a typographic approach with a primary focus on Extraset's ED Replan variable sans serif along with Dinamo's ABC Marist, the design emphasizes individual components that work cohesively. The iterative collaboration between How&How and Big Cartel was pivotal in maintaining the brand's essence while fostering evolution, particularly given the beloved status of the original brand elements.
"We aimed for something distinctive yet relatable, bold yet simple," Chris explains, "every element is designed to stand out individually, but work effortlessly together."
"When we discovered Extraset sells their merch on Big Cartel, they became the perfect partner to craft a custom wordmark," Chris recalls. "The result is a distinctive, digital-first mark: heavy, expressive, and paired with a hand-drawn icon..."
"While parts of the original brand were beloved and change was met with hesitation, collaboration was key," says Chris. "In focusing on preserving the independence of the brand whilst broadening its audience..."
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