Creating the identity for The Modern Croft was an opportunity to reinvent the Scottish tradition of crofting in a contemporary retail brand. The business aims to promote craft industries and the work of small independent makers from Scotland and beyond.
Our identity is inspired by the traditional highland croft house. The simple yet distinct lines of which are a unique feature of the Scottish landscape. Bold, often white, the shape of a croft house’s gable-end is unmistakable and the perfect icon on which to base our identity.
We worked with owner Isabella McRitchie to develop The Modern Croft positioning and messaging. It was important to strike the right balance between traditional Scottish values and contemporary design.
The business, which operates from the busy West Coast town of Oban, attracts visitors from all over the world, as such it had to have a broad, universal appeal while feeling bespoke and curated.
The brand is subtly expressed via a set of minimal tools; bespoke swing-tags, packaging, point-of-sale materials. All help to communicate the carefully crafted quality behind each of the products for sale.
Simple signage helps to direct customers to the shop, located on the towns North Pier. We commissioned a traditional sign-writer to create beautifully crafted a-frame signs.
Simple identity guidelines ensure the brand communicates consistently. A sophisticated colour palette, inspired by Scotland’s West Coast, alongside refined minimal typography allows The Modern Croft brand to co-exist alongside the brands it stocks.