Brand identity and product design for a luxury stationery brand

Creating a distinctive brand and product range for a stationery business focused on meaningful moments, gifting and connection.

Deckle Edge is a stationery brand centred around creating thoughtful, well crafted products designed to bring people closer together. With a focus on greeting cards, wrapping paper and personalised gifts, the brand is built on the idea of slowing things down and encouraging more meaningful ways to connect in an increasingly digital world.

The aim was to develop a brand identity and product style that felt warm, considered and full of character, while standing out within a busy retail and gifting market. The visual direction draws on a love for paper, texture and illustration, combining soft, expressive design with a clean and contemporary feel. A key focus was ensuring the brand felt elevated and luxury, reflecting the handcrafted nature of the products while positioning them as thoughtful, high quality gifts.

A modern serif typeface was chosen to bring a sense of craftsmanship and quiet luxury to the brand, while still feeling approachable and slightly playful. This was paired with a colour palette that balances brighter, more expressive tones with deeper, muted shades such as navy and khaki. Together, these elements reflect a genuine passion for craftsmanship and attention to detail, reinforcing the care that goes into every product.

Alongside the brand identity, the work extended into the design of the product range itself, including greeting cards, wrapping paper and illustrated pieces. Careful attention was given to materials, print finishes and overall presentation to ensure the products feel high quality and thoughtfully made.

The result is a cohesive and recognisable brand with a strong visual identity that translates seamlessly across both product and packaging, creating a consistent and engaging experience for customers across every touchpoint.