Last month Yeshen, my creative partner in crime, was in conversation with Sinead from Crafty Fox about the possibility of designing a new website for the Brixton-based maker market. Crafty Fox was formed in 2010 after noticing a gaping hole in the trading opportunities for South Londoners, and has since met ongoing success. Now almost four years on, naturally came the need to upgrade from a simple blogging platform to a stylish new site.
Given Crafty Fox’s credentials, it was essential that the site had a handmade feel to it, so I gladly offered my services to do a logo revamp and create some illustrations that could be used across the website. My mind was bursting with ideas, my desk, drawers and studio surrounds becoming the first stop for inspiration.
I began my task with the logo design, as this would inform how I would approach rest of the illustrations and overall colour themes used for the site. Two essential elements needed to remain in the logo design, being the font and Jimboart’s charming fox illustration, both very much a central part of the Crafty Fox brand. In previous logo versions the fox and font seemed somewhat disconnected. After experimenting with different layouts I came up with a design where the fox was deservedly central to the logo. I wanted to give a foxy feeling to the typeface itself, so painted some lovely burnt orange textures and added the black pen details to echo fur and scratch marks.
With the logo finished, I moved on to create the remaining illustrations, all largely inspired by creative tools that most likely live in many a crafty studio. The possibilities seemed limitless, and I really enjoyed paying a kind of homage to some of my everyday tools. One of my favourites is the paint roller social media icons, for both its concept and originality. I am happy to say that the illustrations and logo are now online at www.craftyfoxmarket.co.uk