Mi Tienda de Arte

The first phase of Brand Strategy with Mi Tienda de Arte allowed us to reach some fundamental conclusions to guarantee sustainable e-commerce growth. One of them was that Mi Tienda de Arte and Craftelier were a single niche brand for a very specific audience and that, except for the name, they shared everything else.

To consolidate this single brand, we worked on a rebranding from the strategic side, moving through visual and verbal identity and, of course, culminating in the e-commerce design, the neuralgic center of the brand. This process began with a complex, but necessary decision: starting this stage by keeping a single name, the most international one. Below, we tell you how the process of creating the new Craftelier was.

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THE BRAND LINK STRATEGY

Craftelier started from the Freedom to create of the parent brand, but as a niche entity needed to consolidate its peculiarities from the strategy. The Brand link is the tool that serves as a bridge between the philosophy of parent or umbrella brands—with elements shared by all emerging niches—while also granting the own entity that the niche brand needs to be effective.

In this process, positioning, its own personality, and a territory are developed. Also a concept that will drive all the decisions we'll see next. The concept encapsulates everything that craft means to a community that wants to make a more beautiful world with their creations. Because this is not a hobby, it's a way of seeing life. And that's how La vie en craft is born.

THE TRANSFORMATIVE GAZE

The moment arrives to give voice and form to everything worked on so far. The brand identity stems from La vie en craft, taking it one step further. If beauty lies in the eye of the beholder, where is the magic of seeing la vie en craft? Of course, in the gaze.

A craft gaze is capable of transforming reality and making it more optimistic, exploring its multiple possibilities and becoming passionate about turning a piece of paper, an eraser, or small wooden pieces into something beautiful.

If we put imagination at the service of branding, we'll see how a tilted head and a half-closed eye is the wink to the world that reflects the isotype and gives origin to the logo. That way of changing perspective is the start of transforming something boring into a craft project.

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A VERY CRAFT TYPEFACE

The ability to express oneself is fundamental for Craftelier, that freedom had to be present in its typeface as well. The creation of a Craftelier Grotesk allowed us to reflect and express, through alternative letterforms, the freshest and most playful side of the brand, which pairs perfectly with the optimistic, approachable, and easygoing color palette.

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From the craft community we also learned that the most valuable thing is not just the end result, but knowing how to enjoy the process. That's why we wanted to bring elements that would allow us to reference any crafter's workspace: stickers, patterns, grids…

All of this has been combined with rounded shapes, grainy images, and an organic treatment of each piece in the composition, seeking to bring the analog touch of paper and other materials into the digital realm.

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A HYMN TO JOY

Brand voice was essential to truly resonate within the community. We started with the style resources shared by all niche brands that make the connection between different worlds within the shared universe tangible. We continued by giving Craftelier its own identity with differential resources, created from the same philosophy: an optimistic way of being in the world, full of life. What does this sound like? Music, of course. That's why Craftelier adapts messages from well-known songs to its own language. Because… 'this is my craft way' 🎶

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LAUNCH

On June 13th, after months of work, this entire process came to light with the rebranding and launch of the updated version of the e-commerce of Craftelier. Its hundreds of thousands of social media followers welcomed the new brand, as could only be expected, with that optimism and warmth that makes the world so much more beautiful and that you only find in their craft gaze.

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And us? We kept going. Because there was still much to do and much to share to keep pushing the team toward their great purpose: the freedom to create.