ABOUT

Caitlin McCracken Knitwear is a premium fashion design business based in Co. Armagh, NI. Previously a hobbyist selling on platforms like Etsy, the business decided to make a transition to premium knitwear design in 2025. The changing direction came with a change of audience too, so they needed a refreshed brand identity that could help to build trust with a new target market.

Leading the design direction, my concept was to highlight the values of the brand that would resonate with the new audience, and capture them in a visual way. I decided to focus on the handmade quality of the products, as well as reference the sustainable materials and local connections to NI.

During the ideation process, I explored different ideas, like using the patterns on knitting machine punch cards as a visual motif, altering typefaces to mimic the shapes that stitches make when leaving the machine, and traditional Irish Celtic knots to suggest longevity and care.

Ultimately, the process led me to a flowing typeface, designed specifically for this brand. Movement is a consistent theme throughout this rebrand, referencing the hard work that goes into manually producing these pieces by hand, while appearing elegant and premium at the same time. A brand emblem was developed to support the word-mark - a shepherd's crook (symbolising care) and flowing yarn (sustainable materials) that combine into an abstract Irish shamrock, a homage to the brands geographical roots.

The carefully chosen, earthy colour pallet suggests sustainability, avoiding cliché 'eco green' that would blend into a sea of existing eco brand identities. A combination of 'Powell' & 'Hepta Slab' form the main typographic system, balancing readability, handmade charm, and elegant serifs. The handmade idea also extends to the illustration style.

Rolled out in mid 2025, the brand has seen increase in subscribers, website visitors, orders, and invitations to high market events such as Tedberry Market and Cohen & Co seasonal events.