When a longtime client approached us to develop a brand for their new home goods store, the challenge was clear: translate two decades of retail expertise into a distinct identity that would stand apart from their two established boutiques while speaking to customers who value thoughtful, intentional living.

We led strategic positioning workshops resulting in a coastal yet funky visual identity. Anchored by a hermit crab illustration—a deliberate choice that mirrors how Baske's customers carefully curate their living spaces, much as hermit crabs thoughtfully select and carry their homes. Paired with a flowing wordmark and a coastal-inspired palette of sage greens, warm terracottas, and soft blues, the brand conveys both premium quality and approachable charm. The final deliverables included a full brand suite with finalized brand guide, various print collateral items (bags, tissue-paper, tags, and stickers), store signage and decals, an e-commerce store built on shopify, and a hand full of email templates built out in klaviyo.