I was commissioned to rebrand and build a webstore for Mary Ellen Berglund's hat company, Mrawp Shop. The goal was to create an identity for her that would help her stand out among other custom seamstresses.
The majority of Mary's customers are teenage or young adult women who buy her hats because they're hand-sewn out of fleece with adorable cat ears and soft tassels. Although her hats have a distinct appeal and audience, she was having trouble distinguishing herself from other seamstresses who marketed to a similar demographic. Her competition ran the gamut from edgy and loud to super-girly and pink.
I decided to build her brand around the concept of nostalgia for youth. The graphics and icons are simple whimsical while the colors are soft and cheerful colors. The pastel colors also enable the hat photos to stand out on the page without overwhelming the viewer with color.
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