Storkcraft Brand Refresh

Integrated Award Winner – Rebrand/Refresh

Very Polite Agency

Vancouver, British Columbia, Canada

Storkcraft has been designing and building nurseries and children’s bedroom furniture since 1947. After 80 years, the family-run business was passing the baton to the next generation and came to Very Polite for an identity refresh that would honour their heritage and evolution. With most of the brand’s sales now happening online, Very Polite was tasked with translating the brand’s reputation for craftsmanship and care into a modern, digital-first experience.

Despite the need to prioritise digital channels, research by Very Polite revealed that today’s parents are tech-conscious and want their kids to experience childhood through high-touch creativity. This insight inspired a brand identity that looks at the world from a child’s point-of-view and celebrates imagination. The most succinct expression of Storkcraft’s tactile identity can be seen in the updated wordmark. Using a simple outline, coloured crayons “fill in” the letters—a reference to colouring books where creativity expands beyond borders. The rebrand brought Storkcraft’s craftsmanship and authenticity into every touchpoint, from packaging to the design of digital templates. The result: a record-breaking year, 459% growth in U.S. sales, 127% increase in website visits, expansion into new markets and a Red Dot Design Award.