Hooked
by a Thread
Branding | Packaging Design

Hooked by a Thread is a proposed Museum of Yarn and gift shop for all to enjoy that revolves around a branding identity that represents the museum's values. Along with the branding comes packaging and fun applications for the museum goers to use.

Overview

Hooked by a Thread is centered around the intricacies and versatility of yarn. The museum’s audience is anyone and everyone, from yarn fanatics to people who are just interested in learning about yarn’s history. The museum's brand should center around the freeform nature of yarn

and the comforting environment it provides for all different types of museum-goers from everywhere.

Process

Creating the imagery and branding for Hooked by a Thread was a challenging and iterative process, marked by frequent changes and adjustments. One of the primary obstacles was designing a custom, handwritten typeface, along with creating imagery that captured the freeform, fluid nature of yarn. Much of the work involved experimenting with physical mediums, which were then digitized and refined. This approach helped bring an organic, tactile quality to the design that felt true to the essence of yarn, while still making it visually appealing. To avoid making yarn seem like a very niche or overly specialized topic, I incorporated pop culture references into the branding, such as the phrases “Hooked on a feeling” and “I’m not a hoarder, I’m a collector.” The goal is to make everyone feel welcome at the museum and even inspire them to participate in yarn—related activities like making pom—poms and an in-depth history tour.