Superloom

mother/me

A retrofresh brand identity for a weaving loom kit brand.

Weaving on a small frame loom has surged in popularity over the last decade, accelerated further during the pandemic. Superloom sells weaving kits and supplies to people wanting to learn the craft.

The brief was to avoid the hand-drawn lettering and cute graphics that define so many craft brands, and instead create something bold, dynamic and a little cheeky, with inspiration drawn from the 1970s, when weaving was hip and typefaces were groovy. The project spanned brand identity, packaging and instruction booklet design.

Just weeks after launching, and on the strength of the branding alone, Superloom was approached by Journey of Something, an Australian retailer of puzzles, games and craft kits, and is now proudly stocked in their online store.