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Fabricland
Hypothetical
Fabricland is the largest chain of retail textile stores in Canada. After 50+ years of catering to creatives, Fabricland needed an updated identity to appeal to a new generation of makers.
Deliverables:​
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Logo
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Marketing Material
The custom hand-lettered wordmark feels welcoming and nostalgic. The original Fabricland red remains in spirit, but now boasts a warmer, more contemporary feeling.
In sewing, pinking shears (scissors with a zig-zag shape) are often used to finish the edge of fabric. The graphic shape has been incorporated as a complimentary brand element. This solution is not so on the nose, but will still be meaningful and recognizable to the target market.
An important part of this rebrand is updating in-store touch points such as signage and flyers. Creating materials with a more graphic, editorial style will appeal to a younger group of makers.
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With a loyal, established client-base, it was crucial to keep the heart and soul of the brand intact, while creating a refreshed brand experience that younger shoppers have come to expect.
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