At the turn of the millennium, uncommongoods was one of the largest online marketplace brands shipping worldwide. The company, known for their unique, artesian, and locally sourced products has seen enormous growth since. However, by 2013, the brand was loosing momentum—looking a lot more like a 90's tech start-up than the 21st century online shopping powerhouse they had become. We helped uncommongoods obtain the new brand direction that it deserved.


An Iconic Approach

We worked with the entire uncommongoods crew to craft a new custom word mark, logo icon, and full branding suite to represent their friendly and accessible attitude. Equipped and ready to face the future, uncommongoods continues to bring the original and fun products it’s known for into the digital age, standing shoulder to shoulder with the online shopping giants in the industry they helped pioneer.

“Cute Heft”

The new mark needed to ring true to the friendly, energetic, and modern direction of the brand, while also requiring strong and robust letterforms that could stand up to the challenges of living across all digital and print media platforms. The real charm of the uncommongoods word mark comes in the form of its “Cute Heft”, a term that arose in the design process that seemed to sum up the attitude of the mark so perfectly—sturdy and independent letterforms with plenty of curves.