I love shopping at Jo-Ann Fabrics to buy supplies for my craft and embroidery projects. In my opinion, their current branding has become outdated and does not do justice to their wide range of products and widening demographics.
This rebranding project utilizes colors that are exciting and modern, without being overly feminine. The logo created can either be used completely, or the J figure can be isolated. A pattern was created based on the pinwheel-inspired graphic, which was used throughout the project.
I tried to incorporate many craft-based aspects into the products of this rebranding, as well. The marketing booklet and branding manual are both hand-sewn (in different fashions), and utilize the pinwheel pattern in a unique way. The marketing booklet has a gloss finish in the pinwheel pattern, and the branding manual was laser-cut in that pattern and then adhered to a clear plastic sheet for stability.
This work is a student work, and is not affiliated with Jo-Ann Fabrics in any way.