2011 Winners & Shortlists

Brief Explanation

The creative challenge of capturing the attention and curiosity of potential customers who could appreciate the charms of Thimbelina's handmade objects required an innovative design solution. Since the client’s products were as various as their creative ideas. The visual identity and the entire mood created for Thimbelina had to reflect the client’s enthusiasm for their craft and inspiration in their work. We defined an approach to the brand through a visual language inspired by magic, and using meticulous character design embodied Thimbelina as a fairy.

The Brief

Thimbelina is a retail concept that allows you to explore hundreds of threads, fabrics, beads, ribbons, buttons and so much more, leading you to the magical world of arts and crafts. The branding agency wanted to create an energetic and enchanting identity for the brand which captured the beauty of the shop’s items.

How the final design was conceived

Illustrated in a sketchy and playful style, Thimbelina seduces the consumer with distinctive visuals symbolizing what a person can do through the world of cross stitching. The illustrations are applied to collaterals for the Thimbelina brand, either printed on items or cross-stitched onto them. Thimbelina, the main character, is accompanied by Mrs. Sew n’Sew (her mother’s sewing machine), Mrs. Tastea (her cup of tea), Mr. Sharpie (her antique pair of scissors), and Mary Bobbins (her favorite spool of thread). The illustrations serve as brand personas, either printed on brand collaterals or cross-stitched onto items in the boutique.

Indication of how successful the outcome was in the market

The new brand identity was re-launched in April 2010 and exceeded expectations in terms of success. Thimbelina has become much more than a boutique, she spurs instant emotional connections with her customers. The Thimbelina brand has now achieved international recognition, and was selected to appear in the 2011 Communication Arts Illustration Annual, the leading trade journal for visual communications.