Seasons of East

An illustrative identity for seasonal sewing patterns designed by two East London sisters.

Seasons of East are a new independent sewing pattern brand. Founded by two sisters on a mission to live more sustainably – they create timeless, free-flowing garments for DIY dressmakers of all levels, shapes and sizes. Styles made well and designed to last.

The collections are named after their favourite destinations from around the world, with the first being London. Each collection features four patterns with a garment designed for each season. We developed a visual identity and packaging system that could be rolled out across future collections as the brand grows.

Seasons of East logo
Seasons of East founder
Seasons of East founder
Sewing pattern booklet

The instruction booklets use colour to depict the season and feature a hand-drawn illustration of the garment worn and accessorised. The typography is simple, yet elegant – using a font designed for a traditional printing press to celebrate the heritage and craft in sewing. 

Figure illustration for spring
Spring sewing booklet
Spring sewing booklet
Figure illustration for summer
Figure illustration for autumn
Autumn sewing booklet
Winter sewing booklet
Figure illustration for winter

With sustainability at the heart of the business, the paper patterns are printed on PEFC paper and the instruction booklets are made from 100% recycled papers. The product is packaged together in an eco-friendly Oeko-Tex cotton bag, screen printed with the collection illustration – encouraging the customer to keep and reuse. 

Sewing kit layflat
London hand drawn illustration
Dress hanging

Brand identity, Packaging, Print design

Photography - Helena Rose Murphy, Stylist - Harriet Langsbury

London, UK

"Claire has taken our brand and design in a direction we could never have imagined ourselves and her packaging design is one of the stand out features of our business which we receive compliments on time and again. Claire is not only professional, but went above and beyond to learn about our business."

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