Established in 1912, the National Association of Swedish Handicraft Societies (SHR) celebrated its 100th anniversary in 2012. The organization consists of 8 retail shops, 22 regional offices and over 17,000 members. With the spotlight shining on their Centennial year, they hoped to change people’s perception of what handicraft means in today’s society. What was once only a trade and sustainable way of living has now expanded to include D.I.Y. projects, Guerilla movements, Craftivism, Recycling design and anything functional made by hand.
Armed with SHR’s existing brand platform, Snask understood their brand ethos immediately: with our hands, we shape the future. So, we turned “what” to communicate into “how” to communicate, and created a visual identity based around one concept: “Everything SHR says, is said by hand”. By engaging and inspiring the whole movement, Snask managed to unite everyone under one new brand, Hemslöjden. To make the visual identity genuine, we engaged SHR’s own members in creating the logo. Snask united one of Sweden’s oldest and most genuine grassroot movements under a new inclusive brand, perfect for celebrating 100 years of handicraft innovation. Every regional office now uses one coherent visual identity proudly, using Snask’s brand guidelines to produce branded material with ease and accuracy.