Yarnover

The crochet subscription box.

Scope: Brand Identity + Packaging Design

Industry: Retail

Create a subscription box for bite-sized crochet projects that make crocheting simple and manageable.
Since the onset of the pandemic, the crochet community has seen a boom in popularity, especially among Gen Z. Crocheters report that they enjoy the activity for its stress-relieving qualities. Now, with many people returning to the full-time work week, it’s increasingly difficult to manage the time and materials for crochet.
For anyone looking to start or return to crochet, Yarnover is the solution. Yarnover’s subscription boxes, sent periodically, contain everything you need for an adorable creation of your own, all in one box.
My direction was led by comfort and nostalgia, tailoring the brand to an audience who loves staying in and cozying up.
Where crochet was once considered a ‘grandma’ craft, more young women are embracing the hobby. The Yarnover box is decorated with doors and windows to feel like ‘grandma’s house’, while smooth vector icons and on-trend typography bring it into the present.

Yarnover’s kit of parts is tailored to its niche. Yarnover is for the ones who want to curl up by the fireplace with a cup of tea and their favorite period drama. With this feeling in mind, my illustrations take inspiration from Jacobean hearts, a highly-decorative style of embroidery from 17th-century England.
The art style is intentionally imperfect: the lines aren't geometric, and the colors don't fill in the lines. All this comes together for a happily-homemade, lovingly-crafted feel!

Yarnover gets its title from the technique of the same name, used in crochet and knitting. A bespoke wordmark with swashes that loop around like yarn was the perfect fit for this brand.
The Yarnover logo is entirely hand-lettered. For extra flair, some stems have been styled into crochet hooks. The terminal of the last ‘r’ becomes a hook pulling yarn!

Each box comes with the supplies needed for one project, from yarn to patterns and more. Subscribers can choose a project for each box, or they can fill out a questionnaire about their favorite crafts and have choices personalized for them. The Beginner Box is packed with tools that crocheters will use over time, like assorted hooks and stitch markers.