Cricut, renowned for its smart cutting machines and accompanying software applications tailored for DIY makers, sought to refresh its brand identity to appeal to a broader, gender-neutral demographic. The goal was to create a visual identity that resonates across various touchpoints without overshadowing user creations.
Ethera Creative developed a clean, modern wordmark for Cricut, ensuring readability on machines and versatility across platforms. The introduction of the '&C' symbol emphasizes partnerships and the bond between users and Cricut. We also crafted overlapping geometric artwork inspired by basic shapes, reflecting the crafting process and materials, and applied this cohesive design language to packaging, business cards, social media, app loading screens, and the brand's homepage.
Cricut needed a graphic language that could be used across many touch points while not competing with featured creations and fabric. We created overlapping geometric artwork from basic shapes that hints at the process and materials used in creating crafts.
The reimagined brand identity successfully broadened Cricut's appeal, resulting in increased market share among diverse demographics and enhanced brand recognition within the DIY community.
