Babe Yarns
Babe Yarns is the side project of artist Molly JF Caldwell, who hand dyes and spins yarn in their Calgary studio using antique and secondhand equipment to make original textiles.
We created a vibrant visual identity for Babe Yarns that feels contemporary and confident, while staying rooted in the softness, colour, and craft detail at the heart of the work.
Project Team
Branding: Alaïs de Saint Louvent
The Challenge
Craft brands can slip into the same visual cues again and again. Babe Yarns needed something that clearly belonged in that world—tactile, handmade, a little playful—without leaning on cliché.
Just as importantly, the identity had to work where a small business actually shows up: on a website, on print, and in the small repeatable details that make a brand feel intentional and recognisable.
What We Did
We developed a typography-led identity that balances edge and softness.
The wordmark uses Subjectivity for its bold clarity and its subtle, craft-coded flicks. We extended those details into a strong, thin connector line—like a strand of yarn—so the concept lives inside the lettering rather than sitting beside it.
Colour is central to the system. We built an ultra-bold primary palette with a softer pastel secondary palette, creating a brand language that can flex between punchy and gentle depending on context.
To make sure the identity worked beyond the logo, we applied it across practical touchpoints—business cards, printed inserts, and web use—so Molly has a cohesive set of assets they can keep using as Babe Yarns evolves.
Impact
The result is a brand that feels recognisable, contemporary, and unmistakably craft-led. It gives Babe Yarns a consistent foundation across print and digital, with a palette and typographic system that can shift in tone without losing its signature.
In practice, that means it’s easier to show up with confidence and consistency—whether someone’s discovering the work for the first time, or coming back for another skein.
