Brand Design For Crocheting Business

The Hooked by Mi brand design project was an exercise in balancing the tactile, slow-fashion appeal of crochet with a high-end urban aesthetic. Our goal was to move beyond a traditional "crafty" look to create a sophisticated identity that speaks to a trend-conscious Gen Z and Millennial audience.

The Visual Strategy

• The Mark: The final logo features a fluid script that mirrors the continuous movement of a crochet hook. We integrated a stylized yarn ball into the typography to anchor the brand in its craft while keeping the overall look clean and premium.
• Pillars of Identity: The brand is built on Artisan Craftsmanship and Personalized Expression. The key messaging reinforces the intimate connection between the creator and the wearer.

The Impact

By focusing on Modern Wearability, we successfully positioned Hooked by Mi as a premium brand rather than a fast-fashion alternative. The result is a cohesive, recognizable visual system—from the primary logo to the minimalist variations—that establishes the brand as a leader in the handcrafted apparel space.