Croí

2023

Croí Sustainable Clothing /kree/ is a start-up based in Wicklow, Ireland, committed to designing locally crafted, handmade clothing with a focus on sustainability and minimal environmental impact.

As the graphic designer for Croí, I created a unique brand experience for the founders, aiming to fully realise their visual identity and explore the potential of their business.

Overview

  • Croí needed to stand out in a crowded eco‑fashion market and articulate its commitment to local, handmade production without appearing niche or inaccessible.

    • Conducted research into sustainability narratives and consumer perceptions in fashion

    • Assembled mood boards blending natural textures, editorial photography and artisanal details

    • Crafted a knot‑inspired logo symbolising connection, heritage and craftsmanship

    • Defined a visual toolkit—including posters, business cards, tote bags and digital templates

  • I worked closely with Croí’s founders, local textile artisans, to co‑create key assets. I directed a Wicklow‑based photo shoot, aligning art direction with the brand story, and coordinated timelines across external suppliers and internal teams to meet expected deadlines.

    • Unveiled at the Wicklow Local Enterprise Week 2023, securing first-stage start-up funding

    • Delivered a brand toolkit that empowered the Croí team to maintain consistency as they scale

Scope

  • Blending modern aesthetics with timeless craftsmanship, the art direction embraces a sophisticated collage of fashion and nature.

    Rich textures, layered compositions, and poetic details create an immersive visual narrative that celebrates both the editorial and emotional.

  • A refined interplay of deep earthy tones, bold geometric accents, and delicate floral elements establishes a distinctive and elegant brand presence.

    Subtle topographic lines add a thoughtful, organic touch, tying everything back to nature and the foundations of the business.

  • The logo is a fusion of tradition and modernity, built around the concept of connection - craftsmanship, heritage, and interwoven narratives.

    The knot symbol represents strength and tradition, while the smooth, flowing typography adds a refined, contemporary feel. Together, they create a balanced identity that feels timeless yet fresh.

Croí branded poster with a woman's portrait surrounded by flowers in rocky, grassy landscape
A stylized collage featuring a woman in profile, surrounded by vibrant red and white lilies. The background includes abstract geometric designs, a ruler, and typography with phrases like "Every stitch, a reflection of passion," "Made with heart," and
Two artistic business cards featuring floral and typography designs placed on rocks among vibrant red flowers in an outdoor setting.
Business card design with a black background with red contour lines, the name Amelia Sheppard, and text: "Every stitch, a reflection of passion. Every piece – a tribute to the land." Includes contact details.
Smartphone displaying a stylish image of a woman with flowers, set against a blurred landscape with red flowers and grass in the foreground.
Tote bag with floral design in a mountain landscape, surrounded by tall grasses and orange wildflowers.
Close-up of a decorative bag with floral design and text, surrounded by dried flowers and grasses in warm light.