Building a brand for a start-up mom-and-pop shop.


Brand Identity
August 2007

Hearthwell Brand Identity

  • Brand Strategy
  • Brand Identity
  • Product Development
  • Photography
  • Art Direction
  • eCommerce Integration

Transforming a house into a home.

Hearthwell is a small family-owned and operated home goods shop. They create everything by hand and in small batches. Each of their products is designed and crafted in their small workshop. Their goal is to craft products that people can transform their house into a home.

Our approach was to continue this narrative with their brand name and color palette. We created the name Hearthwell by bridging two structures found in an old home that bring a family together– warmth, and sustainability.

The color palette we created provides deep color tones that are reminiscent of rich earth. The range of the palette allows it to reflect the warmth and hand-made approach of the products Hearthwell creates.

Hearthwell Website Design
Hearthwell Logo
Hearthwell Brand Colors and Typography