Crafting an Identity For A True Craftsman.
Erin and Ben Napier are stars in the HGTV show “Home Town” as well as “Home Town Takeover” and the new “Home Town Kickstart”. I had the immense privilege of being art director for Erin’s Laurel Mercantile Co. and Scotsman General Store from the years 2016-2019. Together, we developed an identity system for Scotsman Co., a coffee line as well as a home-goods line. These wonderful folks are doing incredible work to further the American spirit and small-town USA. American Made, American Paid.
Services Provided:
Identity Design
Brand Strategy
Brand Design Execution
Social Media Design
Retail Merchandise Design
Environmental Design
Typographic System Design
Brand Strategy
Brand Design Execution
Social Media Design
Retail Merchandise Design
Environmental Design
Typographic System Design
An American Made Vernacular.
For a place as storied and vibrant as the city of Laurel, Ben and Erin wanted a visual language for Scotsman that bridged a gap from the vibrant past to today. Taking inspiration from the original Wilson Feed Store that the Scotsman General Store pays homage to - I carefully crafted a typeface that celebrates the southern charm and grit that helped make the City Beautiful.
A Window Into The Past.
Before Ben had his full-scale Scotsman Woodshop built on Spec Wilson Blvd., he started out his woodworking career in the basement of a 100 year old building in the heart of downtown Laurel. Formerly known as the “Johnston Drugs Building”, this pharmacy provided prescriptions of all kinds for the early residents of The City Beautiful. The original hand-fabricated metal sign that advertised the pharmacy provided a backdrop for Ben in the early years of Scotsman Co.
When I was tasked with designing the signage on the front of the Scotsman General Store and Woodshop, I wanted to pay homage to the start of Scotsman Co., and I wanted to showcase the unique letterforms that were used on the massive sign that still sits in the old basement where Ben used to work.
When I was tasked with designing the signage on the front of the Scotsman General Store and Woodshop, I wanted to pay homage to the start of Scotsman Co., and I wanted to showcase the unique letterforms that were used on the massive sign that still sits in the old basement where Ben used to work.
