Hab + Dash

Fil-tec, the parent company of hab + dash was founded in 1978 and has spent the last 40 years innovating the fibers of your life. Their sewing and embroidery thread products can be found in your sofa, mattress, comforter, and favorite apparel products. They also specialize in wicks for candles, cable and fiber-optic yarns that help deliver electricity and internet and phone service worldwide, and specialty filtration products that clean and protect our environment. Over the past decade, hab + dash, Fil-tec’s wholesale division for quilting and embroidery products, has become the destination for those looking for durable and vibrant fibers.

Strategy & Brand Concepts

The client came to us in search of a new logo for their current e-commerce brand, BobbinCentral.com. During our discovery process, they expressed their frustration with several other aspects of marketing themselves: their outdated branding and difficulty cohesively marketing to their three distinct target audiences. In order to find elements that resonated with the brand, we took an open approach with the client to create a new logo and identity. Deciding to highlight the color of the thread, we used a simple black & white color palette to create several logo variations and design elements that could be used in a variety of settings.

Custom Font Development

We wanted to create a font that combined the historic tone of the art of haberdashery with the modern flair of the company. The letters in the hab + dash logo tell a story; for example, the sharp edges of the serifs mirror the sharp points of needles and manufacturing equipment. We loved creating a font that so closely related to the overall brand.

Patterns & Brand Elements

Our brand development is not just about the main logo. We worked with the client to develop other elements with variable patterns, colors, logos, and text treatments that can be combined or stand alone. These elements represent a consistent brand identity; inspired by color, we incorporated a touch of modern, a nod to the classic, and a minimalistic feel.

Color Choice

The hab + dash branding utilizes a one-color-design for a simple reason – to not overshadow the vast range of thread colors and tones found in their products. The vibrancy of the thread colors stands out on the stark white background to draw attention to their quality & innovative nature. Additionally, the timeless quality of the black and white logo guarantees usage for many years to come.

Product Concepts

Using the client’s ideas, we developed product concepts that integrated our ideas into the real world and continued to guide the overall brand direction. One highlight was the design for the product boxes; the client wanted you to feel as excited to open your new thread as you would feel about opening a box of candy. We also developed a custom mug design and apparel.

Let us help you elevate your brand.

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