Big Cartels big rebrand by How&How throws caution to the wind [Video]

The result is a brand that’s audacious and unapologetic, across its voice and its vibe, it seeks to empower its users. “We aimed for something distinctive yet relatable, bold yet simple,” Chris explains, “every element is designed to stand out individually, but work effortlessly together.” The team practiced restraint in the context of playful, tactile texture and type. Alongside Dinamo’s ABC Marist as the secondary supporting typeface, the typographic approach across the brand is led by Extraset’s ED Replan – an idiosyncratic variable sans serif utilised as the primary font and its logotype. “When we discovered Extraset sells their merch on Big Cartel, they became the perfect partner to craft a custom wordmark,” Chris recalls. “The result is a distinctive, digital-first mark: heavy, expressive, and paired with a hand-drawn icon,” the appearance of which continually shifts, forging a logomark that encapsulates the brand’s defiant tone of voice. 

Looking back over …