Client
Cat Sunrise Crochet
Location
San Antonio, TX
Year
2022
Duration
Research 1 Weeks
Design 2 Week
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Scope of Work
Cat Sunrise Crochet is a small business entity located in San Antonio, Texas. Currently, they sell handmade crochet pieces directly to consumers through social media.
I was commissioned to create a brand style guide, essential business deliverables, and market research docs.
Tools
Deliverables
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Miro
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Photoshop
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Canva
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Key Notes
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​Brand style guides
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Target customer profile
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Personas
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Customer Journey Map
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Brand pitch
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Logo
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Business Card
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Letterhead
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Email Signature
Cat Sunrise Crochet
Opportunity
A woman-owned small business Cat Sunrise Crochet currently sells to its customers on Instagram, TikTok (through direct message), and at craft fairs.
Cat Sunrise Crochet wanted a logo that is representative of their brand (and their cat) to draw in customers with similar aesthetics.
Key Demographics
1.~80% of people who buy handmade goods are women.
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2. Women are twice as likely to buy handmade goods online.
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3. 35% of handmade shoppers are between the age of 18-29 while, 30% is between the age of 30-49.
Target Customer Profile
Cat Sunrise Crochet's target customers are young women between the age of 16-30, with disposable income living in a suburban setting. She is driven by her individual style and the necessity of self-expression. Embracing her femininity she enjoys dressing in floral prints, pink, and lace. She spends her free time at farmers' markets, craft fairs, and local events. Her impressive collection of handmade organic candles gives Bath and Body Works a run for their money. As a social justice warrior, she much prefers to support small and women-owned businesses. In her downtime, she can be seen scrolling through her "for you page" on TikTok, working with her hands, and drinking bubble tea.
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Persona
Customer Journey Map
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Cat Sunrise Crochet within Handmade Marketplace
Cat Sunrise crochet has positioned itself comfortably within the handmade marketplace. Their target customers coincide with the demographics of those who purchase handmade goods. Their content through social media streams works as a supplemental advertisement for their products. Because this business is less than 1 year old the hesitance to create a commerce website is understandable. With the growth of this business, I predict an evolution to offer commerce online to better target their intended customers. ​
Obstacles and Roadblocks
In order to get the perfect logo to the owner's specifications, multiple logo iterations took place.
The stakeholder was dead set on a specific font, while the font is lovely script calligraphy it is very difficult to read in smaller text situations. We found a compromise by creating a secondary logo for smaller icons without any text.
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*** For accessibility the font chosen below is different from the finalized approved logo by the stakeholder.
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