Cynfully Knotty Brand Identity
BRAND IDENTITY, SOCIAL MEDIA & PRINT COLLATERAL
In June 2019, Cynthia, the owner of Cynfully Knotty, came to me with the desire to brand her business. Cynfully Knotty is a small local brand that provides macramé creations. At the time, she had no logo, no social media presence and no online Etsy shop. She was starting her business from the ground up and needed help to present her business in a professional manner, while still keeping the quirkiness of her personality.
DESIGNED IN 2019
Brand Identity
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Social Media
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Print Collateral
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Brand Identity 〰️ Social Media 〰️ Print Collateral 〰️
Cynfully Knotty Macramé Creations
The goal of this brand design is to present Cynfully Knotty’s brand in a professional and unified way. In order to do this, I wanted to create a unique logo that looks official, yet also incorporates the quirkiness of the brand. As a business, Cynfully Knotty attracts mostly women looking to buy macramé decorations, usually between the age of 15-55 years. The brand design for Cynfully Knotty showcases a professional, reliable and unified image which has resulted in more sales.
Using the pun featured in the name of the business, Cynfully Knotty, I wanted to incorporate the idea that rope is this divine symbol. This brought forth the idea that there should be divine hands magically holding the rope in the air. This idea was brought into reality with the final logo design. The logo artwork features hands that are holding this divine knot in the air. There are lines representing beams of light, as if the divine knot is glowing. The artwork is enclosed in a window-like shape, representing a simplified version of a stained glass window you may see in a church.
Sketches
There was a very specific vision that both the shop owner, Cynthia, and I agreed upon. The vision was hands magically holding up a knot.
Cynthia pointed me in the direction of the final logo. She liked the idea of the hands holding the divine rope in the air. We came up with the idea of surrounding the original artwork with the stained glass window imagery.
Colour Palette
The colour palette featured in this design are very simple earthy tones. The cream is bright earthy colour representing the rope used by Cynthia for her macramé projects. The brown is another earthy colour that pairs nicely with the cream and provides some contrast within the design.
Typeface
This design feature Sofia Pro Condensed. This typeface was chosen because of its minimal sans-serif design.
Logo
This logo is created entirely through line work. This is to mimic the look of macramé rope. It also allows the viewer to see the details in the hands and rope knot. As mentioned before, this artwork has a similar shape to a stained glass window. The hands are holding the magic and divine knot in the air. There are small lines, like rays of light shining from the divine knot, as if it is glowing. This concept is in reference to the name of the business, Cynfully Knotty.
Icons
The logo does not always feature the title of the business. In specific cases, like for social media profiles and watermarks, the title would be too small to read. In these cases, there are two variations of the logo without the title. For a square social media profile, the artwork is complete with the stained glass window shape. For a circular social media profile, a simplified version featuring only the hands and knot is used.
Gift Tag
Staying unified with the natural and handmade brand, Cynthia and I decided to create a logo stamp. This allows Cynthia to create handmade labels for the items she sells. The stamped logo on the front and the item information, including name and price, on the back.
Business Card
The business card design for Cynfully Knotty has a vertical layout. This is because it allows a larger logo design on the front of the card. The front of the card has a cream logo on a brown background. The back of the card features necessary information in brown on a cream background.
Etsy Shop
Starting in 2020, Cynthia created an online shop on the platform Etsy in order to keep expanding her business.
Business Card
This is an example of the Cynfully Knotty display when at various local craft shows. The displays featured a large banner featuring the logo.
Final Thoughts
Working with Cynthia to create the brand identity for her small business, Cynfully Knotty, was a very pleasant experience for me. As my first design client, I am so happy to see what my design skills and her vision for her business has allowed me to create. Furthermore, seeing how much her business has grown since designing its brand identity has really shown me the success of this project.