How We Helped Heron Hill Refresh
Design and Photography for Their Felt Friends
We helped Heron Hill refresh their brand without losing its handmade heart. From playful new character illustrations to eco-friendly packaging, simplified instructions, and budget-savvy photography, we created a system that not only modernized their kits but set them up for future growth. Now, Heron Hill can proudly showcase their felt friends online, connect with eco-conscious customers, and keep sparking creativity for kids and adults alike.
Modern, Sustainable, and Ready to Stitch into the Future
When Alex took over Heron Hill, they stepped into a business with a lot of heart. Heron Hill makes wool felt kits—sweet little animals you stitch, stuff, and bring to life with your own hands. It’s the kind of craft that instantly sparks nostalgia, whether you’re a kid making your first project or an adult who just wants something fun and calming to do on a rainy afternoon.
But here’s the thing: Alex inherited more than just the business. They also inherited packaging that needed an update, instructions that weren’t super user-friendly, and product photos that didn’t exactly show off how charming these kits really are. The mission was clear—keep the cozy, handmade soul of the brand, but make it modern, sustainable, and affordable to produce.
Six New Characters, One Big Challenge
The most fun part of the project? Designing six brand-new creatures. Each one needed to be beginner-friendly, which meant breaking the designs down into just a handful of shapes. No complicated cutouts, no overwhelming details—just playful, approachable characters.
And because Heron Hill prides itself on being eco-conscious, we had another challenge: every template had to fit neatly onto half a sheet of paper. It was like solving a creative puzzle, and honestly, we loved it. The result? A cheerful lineup of felt friends—like Robert the Raccoon—who felt fresh and modern but still handmade at heart.
Bringing Products to Life with Photography
We all know the first thing people notice when shopping online: the photos. They can make or break a sale. Heron Hill needed images that looked professional but still felt warm and approachable—like something you’d actually want to spend a Saturday afternoon making.
So we kept it simple. Clean, budget-friendly photography that highlighted the textures of the felt, the whimsy of the characters, and the sense of joy you get when opening the kit. Nothing overproduced, nothing stiff. Just photos that made the kits shine.
Packaging That Honors the Past, But Looks to the Future
Alex didn’t want to erase Heron Hill’s history. The brand already had a loyal following, and the look and feel mattered. Our goal was to modernize while staying true to its roots.
Each kit now comes with a colorful sticker featuring the character and their name, so customers instantly know who they’re creating. Inside, we redesigned the paper inserts so crafters can see exactly how to cut, sew, and assemble their new buddy. It’s still Heron Hill—just more polished, consistent, and fun.
Instructions That Don’t Overwhelm
The old instructions were… let’s just say, a little chaotic. Too much paper, too many messy illustrations, not enough clarity. We condensed everything into one foldable pamphlet that’s easy to follow and way less wasteful.
We standardized the illustrations—one needle drawing reused across multiple steps, consistent line weights, clear typography—so each page feels cohesive. And because we built the system with templates, future instructions will be even easier to create. Efficiency meets sustainability.
Future-Proofing the Brand
One of our favorite parts of this project was building a system that lasts. We didn’t just create six characters and call it a day. We designed a process so Alex can add more creatures in the future without starting from scratch.
That means faster production, lower costs, and a brand that can grow without losing its consistency.
Connecting the Brand to the Maker
Beyond product photos, we also captured brand photography that put Alex at the heart of Heron Hill. People don’t just fall in love with handmade products—they fall in love with the person behind them. By photographing Alex alongside the felt friends, materials, and creative process, we helped tell a fuller story: this isn’t a faceless craft kit, it’s the work of a thoughtful maker who truly cares about what they’re creating. These images give customers a chance to connect with Alex as the artist and steward of the brand, building trust, warmth, and that “I want to support this human” feeling that’s so important for small, values-driven businesses.
Why This Project Matters to Us
Heron Hill isn’t just another client. They’re a small, creative business trying to spark joy in the world—exactly the kind of work we love supporting. These kits give people permission to be creative, to slow down, and to make something with their hands. That’s powerful.
Working with Alex was an absolute joy. We first connected back in the Craftsy days, so this project felt like reuniting with an old creative friend. And honestly? Watching Robert the Raccoon (and the rest of the crew) go from sketch to real-life felt creature made our inner kids so, so happy.
At the end of the day, this wasn’t just about design or photography. It was about helping a small business grow while staying true to its values. And that’s the kind of project that keeps us inspired.
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