Darcy’s Devils
Brand identity and tone of voice for a small crochet business with big attitude.
Client: Darcy’s Devils
Overview
Darcy’s Devils is a small crochet business that turns handmade plushies into punk icons: think soft toys with fangs, safety pins, and bad attitudes.
When the founder wanted to elevate her hobby into a real brand, I built an identity that balanced cute and chaotic, crafting a system she could easily manage herself.
The goal: make it bold, memorable, and entirely her. No corporate polish, just fun, tongue-in-cheek attitude.
My role
Led creative direction, from brand concept to delivery.
Designed the logo system and modular colour palette with textured, DIY-style finishes.
Developed the brand tone of voice, blending punk humour with handmade warmth: “Crocheted with rage,” “Too cute to be good,” and “Winnie the Screwed.”
Created ready-to-use Canva templates for product showcases, promotional graphics, and packaging.
Ensured all visual and written assets could be updated easily without design expertise.
Objectives
Develop a cohesive brand identity, including logo suite, colour palette, and tone of voice.
Capture the dual personality of the brand: handmade but rebellious, funny but heartfelt.
Create a visual system that’s easy to use on Canva, without relying on advanced software or external design support.
Build campaign-style creative (social posts, product mockups, slogans) that translate seamlessly across digital and print.
Impact
Delivered a visually consistent, easy-to-manage brand system that empowered the client to handle her own marketing.
Boosted social engagement and visibility through a distinct, playful tone and recognisable visuals.
Helped turn a small hobby into a professional, proudly independent craft brand.
Established a creative identity that feels fun, handmade, and instantly recognisable.
Reflection
This project was proof that accessibility and creativity can coexist.
Darcy’s Devils didn’t need slick Photoshop mockups: it needed personality, flexibility, and tools that worked for its creator.
Building something that was both practical and full of attitude made it one of the most rewarding branding projects I’ve worked on, because the best brands don’t just look good, they work hard for the people behind them.