Paper Plus Cloth is a beloved Toronto-based retailer known for its curated selection of Japanese washi tapes, specialty paper goods, and stationery. As the business evolved from a niche shop into a growing online destination, its original logo (created using online design templates) no longer reflected the brand’s craft-focused aesthetic or growing customer base.
The challenge was to retain the warmth and handmade charm loyal customers loved, while delivering a logo that could scale cleanly across packaging, digital platforms, and shipping materials.
We began by revisiting the existing logo, honouring the original spirit while refining it for clarity and longevity.
• Typography: I adjusted letter spacing and proportions for better legibility, especially at smaller sizes used in stamps and labels.
• Iconography: To echo the tactile, maker-focused nature of the brand, I introduced a pair of open scissors and a cut ribbon—simple, recognizable elements that gesture to crafting without overwhelming the design.
• Structure: Using the brand’s approved typefaces, I created a clean, balanced lockup that works flexibly across digital and print.
The updated logo strikes a balance between vintage character and modern clarity translating into a visual language that feels handmade yet precise, intimate yet professional.
The refreshed identity gave Paper Plus Cloth a brand system it could grow with. A design clean enough for digital use and personal enough to feel like a hand-stamped touchpoint. It now appears across the brand’s packaging, shipping materials, and web presence, providing a consistent and thoughtful extension of the customer experience.
By grounding the logo in both design craft and emotional familiarity, the update helped Paper Plus Cloth reinforce trust with returning customers while presenting a more polished face to new ones.
Fonts licensed by client from Hustle Supply Co., via creativemarket.com