by abduzeedo
Explore How&How's fresh branding and visual identity artifacts for Big Cartel, empowering independent artists and small businesses.
How&How recently partnered with Big Cartel, the e-commerce platform built for independent artists and small businesses. The goal was a full repositioning and rebrand. Since 2005, Big Cartel has helped creatives sell their work, from woodworkers to ceramicists and tapestry artists, resulting in billions in sales. The online marketplace became crowded, so Big Cartel enlisted How&How to refine its focus and brand presence.
The challenge was to show that starting an online store could be simple. Big Cartel offers intuitive tools and affordable plans. The brand needed to reflect this ease and encourage entrepreneurs to take the leap.
How&How delivered more than just a visual update. They aimed to give Big Cartel a new energy. The agency positioned the platform as the ideal starting point for new entrepreneurs. The message is clear: no dream is too small, too weird, or too wild to pursue.
The resulting identity is described as a "scrapper". It feels authentic and self-made, much like the artists and businesses it serves.
Central to the new look is the illustration style. Inspired by ideas jotted down in notebooks, it sets a free-spirited tone. This style is a key piece of the new branding and visual identity artifacts.
The brand's voice is punchy and motivating, encouraging members to market their creations. Headlines cut through doubt, reinforcing the platform's straightforward approach.
Risograph textures are incorporated, nodding to Big Cartel's indie roots. A rich color palette signals its updated identity and point of difference. Every element works together to build a cohesive world .
The updated logo carries the goodwill built over two decades. It reinforces that you don't need to be "picture-perfect" to get your work online .
Callum Richards, Senior Designer at How&How, noted the collaborative process. He stated the team was empowered to "take bold risks and think beyond the limits." The result is a brand that respects its indie origins while moving into a new phase.
This rebrand showcases how thoughtful design can empower creators. The branding and visual identity artifacts developed by How&How for Big Cartel provide a strong foundation for independent businesses to thrive.
Consider exploring the full case study to see how these branding and visual identity artifacts come together. It's a great example of an identity that truly supports its community.
For more information check out How&How at how.studio/branding/big-cartel
