Tart Heart

Year: 2009
Role: Designer, Illustrator, Logo Design

Tart Heart is an independent crochet craft practice by Jasmine Kummer. Her product include small crocheted gnomes, knitted owl hats, bags, among other cute and clever creations.  She approached me to rebrand Tart Heart to feel more squishy, friendly, approachable, and even edible. Her target audience primarily include mothers and girls, as well as anyone who love cute squishy things. I’ve taken these description to evolve the old logo to something more that align towards how she saw her brand: squishy, friendly, and approachable.

Original Logo

New Logo


Final Logo Variations

Business Card

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