Spring is the best time for a brand refresh. Last fall I worked on a new logo for Kelly & Co., a favorite local maker of linen clothing and home goods, and recently I've been working with Erin to expand the new look on to tags, packaging details, and more. I'm loving the way everything is coming together!

First we created some small and large sew-in tags for Erin's clothing items, as well as napkins, dish towels, and linen coffee filters. Then we went a bit larger with wrappers to package up the coffee filters, and hang tags for wearable favorites like the Everyday Dress and Pinafore Apron. I love the way the flax branch drawing from the logo looks as a pattern, and we ended up carrying that look through all of the branding. The soft neutral shade works well against Erin's variety of brightly colored linens.

I was lucky enough to receive a handmade Pinafore Apron and dish towel in the mail last week! The apron will see plenty of use in the kitchen, studio, and garden this summer. The linen Erin works with is durable and practical but so elegant and lightweight too.

Looking forward to developing this brand further; it's always a pleasure to work with Kelly & Co.!

We are so lucky to have a robust community of makers and creatives in Western Massachusetts that is growing every day. A few months back, I came across one such local maker Kelly & Co. on Instagram, and fell in love with the handmade clothing and home goods like this linen pinafore apron. I was so excited when Erin reached out, interested in revamping her logo and further developing some branding.

Simplicity, durability, and beauty are crafted into every one of the small-batch goods available in Erin's shop, and she wanted the logo to exude those ideals in a single mark.

The flax flower is a significant symbol for Kelly & Co., and Erin was keen on incorporating it from the beginning. Erin crafts most of her wearable goods from natural linen, which is woven from the fibers of the flax plant. The final logo utilizes a silhouette I drew in effort to complement the calssic serif font.

I played around with a lot of other flax symbols leading up to this though, and even a little doodle of the everyday dress. Here are some interesting alternates that came about in process:

The entire project of crafting a clean, elegant logo that spoke to Kelly & Co.'s goods for good living mantra was so much fun; it's always most satisfying to design for a brand you already believe in and admire.

All photos via Kelly & Co.

Lately

Branding: Kelly & Co.

Logo Design: Kelly & Co.

The Homegrown Studio

@thehomegrownstudio