Superloom

a retrofresh brand identity for a weaving loom kit brand

Weaving on a small frame loom has taken off in the last 5 years, and, along with other crafty pastimes, has become exponentially more popular during the pandemic. Superloom sells weaving kits and supplies to people who want to learn the craft.

The brief for Superloom was to avoid craft-brand cliches like cute hand-drawn lettering and graphics, and create a bold and dynamic identity with a cheeky tone of voice and inspiration drawn from the 1970s, when weaving was hip and typefaces were groovy. The scope of this project also included design of the packaging and instruction booklet.

Just weeks after launching and on the strength of the branding alone, Superloom was approached by Journey of Something, an Australian retailer of puzzles, games and craft kits, and is now proudly stocked on their e-commerce site.