Adelaide
Given the opportunity to work collaboratively in an all-day sprint, I worked with a talented team of designers and copywriters at Owen Jones to evolve the brand of a fictional sweater company. Kraken Knits, founded Adelaide Kraken, operated as a family-run business for decades, built on the principles of heritage, quality, and unparalleled craftsmanship, handed down from one generation to the next..
Our goal was to position the brand not merely as a heritage brand, but as a brand that celebrates not just its founder but all women. The result was an identity that seamlessly fits into contemporary wardrobes, reflecting style, sophistication, and a strong commitment to ethical, sustainable wear, making it a staple of the conscious consumer's wardrobe.
Creative Director: Laura B Stull
Art Direction: Amanda Ruck
Designers: Hanna Carter, Meg Odell, Lexi Marion
Copywriter: Amanda Benson
TEAM
We began the exercise by absorbing the history of the Kraken Knits then defined core values and a voice and tone that contained a hint of whimsy and magic to ensure the brand would appeal to a younger audience. Once we understood those foundational components, we crafted a moniker for the new brand that celebrated its heritage and the skill and passion of its founder: Adelaide by Kraken Knits.
Inspired by those origins, we sought to evolve the brand authentically and build a visual system that appealed to a wider demographic while retaining the brand’s core values of sustainable, vintage craft production with a look that was both timeless and modern.
With brand foundations, messaging, and visuals clearly defined, additional extensions flowed seamlessly. From clothing tags to social expressions to the look and feel of a website, Adelaide by Kraken Knits came to life. We even built an additional brand expression for Adelaide: The Knitting Circle, an offshoot of the brand to build community and celebrate the sisterhood of knitters.
Despite the grueling pace of our flat-out sprint, I successfully led a talented team of women to build a beautiful brand and reignite the joy of creativity and collaboration.
