Fold
A complete brand identity for a paper goods and stationery studio that wanted to feel modern without losing its handcrafted soul.
Brandiing
Motion
About project
Fold is a Lagos based paper goods and stationery studio creating premium notebooks, cards, and desk accessories. Despite having a loyal customer base and beautiful products, their visual identity had not kept up with the quality of what they were making. They needed a rebrand that honoured their craft heritage while positioning them for a broader audience.
Challenge
The tension at the heart of this project was between old and new. Fold's existing customers loved the handmade warmth of the brand but the studio wanted to attract a younger, more design literate audience without alienating who they already had. Finding that balance without the identity feeling split was the core challenge.
Process
Ran a brand positioning workshop with the founders to define who Fold was becoming rather than who they had been. Explored a wide range of directions in the initial concept phase before landing on a system built around the idea of precision craft — structured enough to feel modern, warm enough to feel human. Tested concepts with a small group of existing customers before refining.
Result
A complete brand identity including wordmark, secondary marks, color palette, typography system, packaging design, and brand guidelines. The new identity launched across all touchpoints simultaneously and the studio reported a 60% increase in online sales within three months of the rebrand.
Project shots
