Village Fabric Shop

Brand Presentation


Village Fabric Shop is an eco-focused fabric and craft store, offering high-quality goods and education for the beginning crafter and the experienced maker alike in an inclusive, welcoming environment. Their goal is to attract a younger and more diverse customer base. The current owners, Kelsey and Nicole, bought Village Fabric Shop a year ago and are ready to update the branding to reflect their values and vision. They want their branding to reflect the high-quality, encouraging experience their customers can expect. 

Target Audience

 Village Fabric Shop’s ideal customers are people in their 20’s – 50’s who are seeking a creative outlet and who are interested in handmade crafts & the textile arts. Their clients encompass a range of skill levels, but they all value quality craftsmanship and want to trust that the fabric & craft products that they’re buying meet their standards. They value environmental responsibility, and are excited to support Village Fabric’s reuse space. They want to feel empowered to create and to find a supportive community of fellow makers. 

Primary & secondary logos

Village Fabric Shop needs a brand identity that clearly speaks to their target audience and at the same time conveys the quality goods and welcoming environment their customers can expect. 

The Village Fabric primary logo offers potential customers a glimpse into what the brand has to offer: quality-made fabric and craft goods. The handmade illustration along with classic, nostalgic typefaces convey a sense of heritage and respect for craft traditions. 

The secondary marks allow for diversity within the brand to be used throughout various brand components—whether in web graphics, signage, packaging, etc. In particular, the round logo mark is a perfect fit for social media profile pictures. 

Overall, the primary logo and secondary marks communicate refinement, attention to detail, and tradition, while still being approachable, fresh, and modern. 


Village Fabric’s typography includes specified fonts for headlines, subheadings, body copy and web. The headline font is Futura PT, and when paired with the subheading font Futura PT Condensed and the body copy font Bitter, the overall impression is modern, clean, and approachable. This typography collection will communicate quality and inclusivity to potential customers across all platforms.


The color palette includes pops of rust, mustard, and a light robins egg blue alongside neutrals like khaki, eggshell, and deep olive green. This palette is a bit nostalgic while still feeling fun, and the mix of colors gives the brand lots of versatility to either tone down the playfulness or lean into brighter colors, depending on context.


Photography, graphic elements and patterns are a unique opportunity to channel a brand’s essence into something that will take the identity to the next level. Through this application, you can envision how the color, type, photography and logo all come together as a cohesive brand. These images are only mockups to help you imagine the brand in context. 

The pattern allows for exciting textures to create a cohesive look (and further emphasize the handmade vibe) across pieces such as custom tissue paper, backgrounds for social media graphics, etc. The pattern can be used as an extra detail to delight customers and also show Village Fabric’s attention to detail. 

Overall, the brand identity creates a welcoming and creative impression, with a nod to the quality craftsmanship that Village Fabric’s products are known for.

Marketing Collateral

Join the list

Sign up for the Parson Lane monthly newsletter for updates, branding tips & more