Overview
Working closely with Chelsea, Esther developed a visual system that captures the emotionality, artistry, and fearless spirit at the heart of the brand. A custom wordmark and monogram cleverly integrate a crochet hook transformed a simple tool into an iconic statement. Vivid colours, expressive floral-inspired shapes, and layered textures weave together Chelsea’s influences from nature and fine art, resulting in a brand that feels as vibrant and daring as her designs. To extend that energy beyond the garments themselves, Esther designed packaging, marketing materials, and a Shopify website that immerses visitors in Chelsea’s creative world. The site pairs playful interactions with unexpected layouts, challenging traditional ideas of crochet fashion and inviting the audience into an experience that feels more like an art show than an online shop.
Agency: Sereth Design
Role: Design Director
