Willow & Flint — Case Study

01 — Client

Client Overview

Willow & Flint is a boutique home goods brand focused on hand-crafted, sustainable products for intentional living. They source eco-friendly materials and partner with local artisans to create timeless pieces for modern homes.

Brand overview

02 — Goals

Goals & Deliverables

Project goals

Create a distinctive logo reflecting the brand's personality: natural, minimal, and sophisticated
Develop a cohesive brand identity including typography and colour palette
Ensure the assets work across packaging, social media, website, and print

Deliverables

Primary logo and variations — horizontal, stacked, icon-only
Brand colour palette — primary, secondary, neutrals
Mockups for real-world application: packaging, Instagram, tote bag

Style direction

Organic and clean, in earthy muted tones
Elegant or modern serif typography
Minimal graphic flourishes — favouring texture and negative space
Natural imagery: leaves, wood grain, linen textures

03 — Audience

Who It's For

Design-conscious consumers aged 28–45 who value sustainability, handmade quality, and calming aesthetics — often urban dwellers or suburban homeowners leaning toward slow living and minimalism.

Timeless pieces for people choosing less, but better.

04 — Inspiration

Drawing the Letters

I wanted to create the logo for Willow & Flint without any iconography. Most high-end furniture businesses use a simple type treatment, but I didn't want to stop there either. To make something unique, I designed custom letters based on a few different typefaces.

The letters alone still weren't expressive enough of the brand, so I got creative.

Drawing from swaying willow trees, I added a left-leaning curve to the tops of the w's and the middle bar of the F
Tilting the o reinforced that sense of movement
For the flint half of the name, the caps on the L's and I's became angular — sharp enough to register, without competing with the flowing forms
A custom ampersand ties the two halves together

Research & moodboard

Letterform construction

Monogram

05 — Balance

Balance & Harmony

Balance and harmony were always at the forefront while building this logo. Perfectly balanced like the furniture pieces themselves — the type needed a similar structure while staying elegant and legible.