The Identity Store eCommerce Branding

“A logo as unique as our customers”

Branding, Packaging, Icons, Social Media Assets and Promotional Material for Identity Leathercraft eCommerce Store

Identity Leathercraft Logo Red an dBlue

The Project: The Identity Store pride themselves on their skills and services. The brand however didn’t show this pride and after 20 years in business, it was time for an update.

The Solution: I created a characterful brand revolving around an eclectic typographical central logo. The solution embraces a variety of styles, patterns and colours to produce an adaptable design with a that reflects the uniqueness of the customer base.

With unrivalled levels of knowledge and experience, The Identity Leather Store can genuinely claim to provide exceptional levels of advice and support with a “Happy to Help” attitude at the forefront. An ethical ethos can be seen in such activities as supplying leather offcuts from other industries, supplying sized pieces of leather to save wastage when selling to smaller makers and creating their own water-based stains.


I took a few steps to create “a logo as unique as our customers”. Firstly I selected a series of distinctive fonts, Lust Script, by PositypeNaN Jaune by NaNTermina Heavy by Fort Foundry, and finally FDI Wiking from FDI Type. This series of strong characters combine under the banner of “leather” seen in the skin outline shape, carried over from the previous design, to form a striking design. The skin is then digitally stretched adding movement and definition, before a series of colourful pattern swatches, derived from the leather making industry, are applied to the design.


Beyond the logo design itself, the system of patterns, “stitch”, “chisel” and “texture” in various colourways have been supplied, as well as the font licences and colour swatches, that enable the team at the Identity Store to apply across a range of applications. The design is flexible and adaptable and can be seen in application across social media channels.


Additional assets I developed include sub marks, such as UK made, planet-friendly and nickel free, and packaging for Identity Store’s range of stains and edge coatings. I created a set of 25 icons designed to enable website visitors to understand suitable applications for the leather types from fashion to bushcraft.

“it was such a pleasure to work with Kieran on our new branding – he gave us a really exciting new look that has made our brand unique and prominent. By giving us a range of flexible components we have endless ways of creating a consistent look across all our channels. He was very helpful and attentive and now feels very much part of our team!” – Sarah Benson, Marketing

Identity Leathercraft Logo Red and White on Blue
Identity Leathercraft Logo Blue and White on Aqua
Identity Store Made in UK logo with British Flag incorporated