Background:
Cricut makes smart cutting machines that work with an easy-to-use app to help people design and personalize almost anything—custom cards, unique apparel, everyday items, and so much more. Over the last three years, Cricut has grown exponentially—entering new countries and finding new audiences of creators, crafters, and small business owners. To meet this growth, we saw an exciting opportunity to refresh our brand narrative and identity system to better reflect and celebrate hands-on creative expression made possible by the global Cricut Community—a refresh that promised to be inclusive, optimistic, modern, and delightfully vibrant.

Idea:
Crafting and DIY have long been associated with a particular look and feel. However, as our audience becomes increasingly diverse and younger, we recognize the need to evolve our brand to resonate with a broader demographic. Our goal was to redefine the category by infusing crafting and DIY with a contemporary sensibility. To achieve this, we introduced a new wordmark, color palette, typography, illustration, iconography, design system, verbal framework, and a fresh approach to art direction. This comprehensive brand evolution seamlessly integrates the cutting-edge nature of our technology with the boundless possibility of human creativity.

System:
We crafted a timeless wordmark that reflects our brand’s evolution into the digital age. To accommodate the diverse creative expressions of our members, we expanded our color palette. Inspired by the core function of our products, we developed a graphic element called ‘The Cut.’ We then designed a motion language around that idea to dimensionalize it. We paired our modern sans-serif, Euclid, with our new custom serif, Cricut Gascogne, creating a harmonious contrast that embodies the synergy of creativity and technology. We also introduced an illustration style, adding a touch of artistry and whimsy to our brand system. The new “Let’s make™” brand platform has enabled us to tell engaging brand and product narratives. It also empowered members to express their individuality and explore their creative potential. Finally, with the help of musical wizard Ellie Dixon, we also crafted a one-of-a-kind brand anthem, or some might say earworm, that’s uniquely ours. Crafting is fun and personal, and that’s what we want to capture.

Impact:
The rebrand has had a significant impact on the company post-IPO. Cricut has expanded its appeal to a broader audience, including new creators, crafters, and business owners. It distinguishes itself by prioritizing inclusivity, empowerment, and a contemporary aesthetic. Unlike competitors, Cricut cultivates a supportive community of makers and inspires creativity for all. We crafted a brand narrative that celebrates the boundless potential of human creation while highlighting the ease of use and versatility of our products. This strategic approach has elevated the brand’s image, fostered business growth, positioned Cricut as a market leader, transcended its niche status, and expanded its appeal to the masses. As a result, Cricut has experienced increased brand recognition and customer loyalty globally.