A 20th anniversary rebrand for Big Cartel, an e-commerce platform focused on indie artists and creators since its founding in 2005. We collaborated with London and LA-based design agency How&How.
With the competition in the e-commerce market becoming fierce, Big Cartel wanted to emphasize that it is a platform that helps creators put their ideas into action. The new slogan, “From day job to dream job,” reveals the brand’s intention to become a starting point for entrepreneurship beyond a simple sales tool.
At the heart of the new identity is a “scrappy” visual language inspired by doodles, reflecting the free-spirited sensibility of ideas scribbled down in a notebook by entrepreneurs, and an intentionally imperfect style that infuses the brand with a human warmth. The logo is a custom wordmark created in collaboration with type design studio Extraset, featuring chunky letterforms and cut-off edges on the “A” and “R.” It’s a powerful statement in a digital environment, while also visualizing the brand’s rebellious, independent stance.
The brand tone is direct and challenging. Phrases like “Passion Pays” and “Sell Out Without Selling Out” are intended to encourage creators to go their own way without fear. This is complemented by a fresh color palette, atypical illustrations using lithographic textures, and a new set of function-focused icons, all of which express the flexibility and practicality of the platform.
