HALDEN: Craft Tools Illustration Set

"Forty-eight hand steps, four tools."

The brief: HALDEN’s promise is craft: every pair passes through 48 pairs of hands, it is stitched rather than glued, and it can be resoled for life. The brand needed illustrations that show that process, and that work on packaging, the journal and social.

What I made: four vector illustrations of the workshop tools behind every pair:

• 01 Cut: the round knife
• 02 Last: the wooden foot form each shoe is built around
• 03 Stitch: a saddle-stitched seam and needle
• 04 Resole: the stitched sole and a cobbler’s hammer

The style: ink line over flat colour, printed slightly off-register, with clay stitch lines that echo the logo’s stitched border. The set also works reversed out on ink, for the shoebox liner and journal headers.

Where it’s used: the “48 hand steps per pair” craft post and the “Repairs for life” campaign.

HALDEN is a fictional brand. Concept by Invicta Studio.