The brief
Tove draws every patch herself and has them embroidered in runs of 200. The shop ran on a standard theme, the product photos were taken on her kitchen table, and each order went out in a clear plastic bag with a printed receipt.
First-time buyers liked the patches and rarely came back. She wanted people to remember where the avocado came from, and she wanted the shop ready for a spring collection. Two weeks, a Brand Sprint, and no budget for a new webshop.
What we made
A wordmark drawn as one continuous line, so it can be embroidered at three centimetres on a patch of its own.
A backing card for every patch, printed in one colour on uncoated card, with the patch name and two lines on how to iron it on.
Photo rules that fit on one page. One patch, flat, shot from above on coloured paper, with one paper colour per collection. Tove shoots a new patch in ten minutes and it still looks like the rest of the shop.
What changed
41% of orders now come from returning customers, up from 12% before the Sprint.
Buyers post the backing cards on Instagram and tag the shop. The spring collection sold its first run of 200 in eleven days, and Tove has added a second embroidery workshop to keep up.
