The Modern Croft:
Promoting craft industries and independent makers from Scotland and beyond.
Creating the identity for The Modern Croft was an opportunity to reinvent the Scottish tradition of crofting in a contemporary retail brand. The business aims to promote craft industries and the work of small independent makers from Scotland and beyond. TheModernCroft.com
Project summary
Strategy
Design
Copywriting
Art-direction
Visual identity
Packaging
POS
Approach
Our identity is inspired by the traditional highland croft house. Their simple yet distinct lines are a unique feature of the Scottish landscape. Bold, often white, the shape of a croft house gable-end is unmistakable, a perfect icon on which to base our identity.
We worked closely with founder Isabella McRitchie to develop The Modern Croft positioning and messaging. It was important to strike the right balance between traditional Scottish values and contemporary design.
The business, which operates from the busy West Coast town of Oban, attracts visitors from around the world, as such it had to have a broad, universal appeal while feeling bespoke and distinctly Scottish.
The brand is subtly expressed via a set of minimal tools; bespoke swing-tags, packaging, point-of-sale materials. All of which help to tell the story behind each of the carefully curated objects.
