The goal was to create a fun, "cute and crafty" brand identity for this small, independent retail crafts store. Their main focus is scrapbooking supplies and classes, but they also carry beads and yarn.
The flower is meant to look like a cutout or sticker used in scrapbooking. This was emphasized on the letterhead and business cards by applying a drop shadow for a layered effect. The "torn" edge effect and stripes on the background of the letterhead also reflect the use of various papers and patterns in scrapbooking. The whimsical font with the beads threaded on the tail of the "y" complete this fun identity system.