Lily & Loom is a fabric brand featuring youthful patterns and bright colors, designed to appeal to both beginner and advanced quilters. I collaborated with Craftsy’s e-commerce and marketing teams to develop the brand identity, including the logo mark, color palette, and packaging.

The design balances handcrafted elements—such as the organic, hand-drawn typography and imperfectly shaped chevrons—with a light turquoise hue to reinforce the brand’s playful identity. The logo was designed to be fun and approachable without feeling childish, ensuring broad appeal across skill levels.