Working closely with Stitch & Story, we defined their brand vision, essence, values and personality.


Founded in 2013, modern craft kits company Stitch & Story are changing the perception of home crafting. They began promoting their business using digital channels and built up an impressive client and follower list. In 2016, Stitch & Story caught the interest of exclusive high street retailers and fashion accessories.


With interest from leading high-end retailers they required help developing their brand to ensure that all communications and sales materials were consistent and on brand.

We immersed ourselves with the home crafting market, conducting research into their competitor market, and examining Stitch & Story’s existing communications. We evaluated and provided recommendations for the elements that worked well and what needed to be adapted or updated.




With subtle but fundamental adaptations, we evolved their existing brand in a way that wouldn’t alienate their loyal customer-base, would attract a wider target audience, and that clearly positioned them as a strong competitor in the craft kits market.

Stitch & Story’s logo and ornate stamp are well-recognised, so we recommended modifying their typographic logo to modernise it, and created guidelines for the use of the logo and stamp device both on and offline.




We updated the brand typeface, to a modern san-serif font and developed a simple and sophisticated colour palette, that reflected the modern yet timeless quality of their brand. Using colours that complemented the established photography style and colourways of their luxurious materials.

The result is a contemporary brand and values that truly reflects who Stitch & Story are.


“Being in a niche market, Michon took the time to understand our brand and market well. After redefining our key brand philosophies we’ve already experienced a positive and immediate impact. The team at Michon are the sweetest bunch and they made, what initially seemed a daunting project, a breeze. We look forward to working with them on future projects.”