This brand identity redesign was created under the direction of award winning master graphic designer Steff Geissbuhler at the Savannah College of Art and Design and used solely as a student project. The Frayed Knot yarn parlor, located in the heart of historic Savannah, GA, is an elegant and sophisticated yarn and craft store that offers specialty products and services to the many creatives in the area. Nearby SCAD offers degree programs in Fashion and Fibers, thus the area is buzzing with artists with a keen understanding of The Frayed Knot's yarn products and production tools. The goal of this project was to redesign the business's logo and identity to better represent the level of sophistication and style of the store and its clients.
To do this, I created a new, organic 'yarn ball' form. The new form emphasizes the coexistence of simplicity and complexity in fiber art and fashion. The abstract nature of the form allows for versatility and flexibility in brand collateral. In addition to this, I created a custom typeface and logotype to pair with the form which could easily be implemented on POS collateral, such as the free bobbins at the checkout counter.