Celebrating Then & Now

 

I started paying attention to the products on the shelves when I went into stores. I took note of what made the packaging work, how a brand established a signature look across all its products, etc. In clothing stores, I paid attention to how designers created cohesiveness across menswear and womenswear lines. Those brands might use a coordinating pattern or the same fabric in different ways on separate garments to give each piece individuality while tying it to a whole collection. In stationery shops, I saw how packaging can elevate a product and I learned about the industry standards or what elements to include in my packaging descriptions.

 

I've worked hard, done tons of research and never stopped pushing myself to try new approaches and keep growing. It was a series of small changes that added up over time and have made Hazelmade what it is today. I'm proud of myself for keeping my eyes open and letting myself learn from what was around me, because it's helped me create stronger packaging, a clear brand aesthetic and a more cohesive line.

Let's take a look back and see how things have changed over the past 10 years!

My cards have changed a lot in 10 years! In 2014, my cards featured more hand-lettering (a major trend at the time), but now my cards have moved to a direction that feels more “me” and plays to my strengths in typography. I also launched my greeting cards with white envelopes, but quickly moved to kraft paper tone to help my designs pop more.

Like my cards, my mini notes also got different envelopes. I launched my mini notes with envelopes with rounded flaps, but switched to traditional pointed flaps when the rounded envelopes were discontinued. I also love seeing these images side-by-side and how I've grown to use deeper, richer and bolder colors throughout my line.

The towels on the left are the very first tea towels I ever released in 2015. I called them “kitchen towels” before I knew that towels made out of 100% cotton flour sack should actually be called “tea towels" according to industry standards! Since then, I have designed over 30 tea towels throughout the lifetime of Hazelmade.

My cupcake birthday card has been with me from the start. The very first version (pictured on the left) was printed in black and white on my home printer, and I colored it in by hand since I didn't have the budget to order more professional prints. I updated this card annually, and the right image shows its most recent release in 2023.

My products aren't the only things that have changed. There was a time when Hazelmade was a catch-all for everything I created, including bags, clothing, greetings cards and paper goods. The closest thing I had to a logo was the tags I would sew into my fabric goods, which I made by running fabric through a typewriter. The image on the right is the most recent Hazelmade logo found on all of my current packaging and products.

Even though my products have changed a lot, one thing that has not changed is my commitment to quality. Every piece in the line features a design that I hand-drew myself, and every piece is made in the Midwest or USA. No matter whether you purchase a card or tea towel, you can feel the quality in every product. I can't wait to see all the ways that Hazelmade will grow and how much more I will learn over the next 10 years.