Spør Yarns.

Spør Yarns is a Norwegian-inspired yarn brand focused on sustainability and accountability, with a cohesive design system across branding, packaging, and an app.

Role

Sole Designer

Tools

Illustrator
InDesign
Figma

Summary.

Spør Yarns is a conceptual yarn brand built around transparency in fibre sourcing. The project explores how branding, packaging, and digital tools can work together to make sustainability more transparent and easier to understand. Each skein is part of a traceable system, allowing users to follow the journey of the fibre from source to finished product. The goal was to turn yarn sourcing into a story of responsibility, care, and craftsmanship.

Challenge.

While many crafters value sustainability, fibre sourcing is often unclear or difficult to verify. It can be hard to know where materials come from or whether they align with personal values. The challenge was to design a system that makes this information transparent and accessible, while still feeling functional, and visually engaging.

Researching the audience and market

Understanding.

I focused on crafters who want to make more conscious choices but lack clear, reliable information. The goal was to present complex sourcing details in a way that feels simple and intuitive, without overwhelming the user.

Process

Concept.

Spør Yarns is built around the idea of Spør, meaning track, trail, or path in Norwegian. This concept forms the foundation of the entire system, representing the journey each skein takes from raw fibre to finished product. Instead of treating yarn as a single material, the project reframes it as something traceable, with its own story and origin. This creates a direct connection between makers and the materials they use.

Process

Ideation.

The ideation process focused on translating the concept of traceability into a structured system rather than exploring multiple visual directions. I defined the key components needed to communicate the journey of each skein, including packaging, an identification system, illustration elements, and a companion app. From there, I explored how these elements could work together consistently across both physical and digital touchpoints, forming a unified system built around the idea of a path.

Ideation sketch of packaging and companion app

Process

Brand System.

The visual identity is heavily inspired by Norwegian design — minimal, functional, and rooted in natural materials. The logo was developed from hand-drawn forms to reflect the organic movement of yarn, using soft curves and a balanced, flowing rhythm. The curved linework within the system also subtly references the meaning of Spør, representing a trail or path throughout the brand.

Final logo sketch

Process

Colour Palette.

The colour palette is made up of four organic tones inspired by natural sources. Beyond aesthetics, the colours support the system by reinforcing a sense of sustainability and trust.

Colour palette and final logo

Process

Illustration System.

The illustrations are built around flowing path lines. These lines represent movement, connection, and the journey of each fibre. Rather than acting as standalone illustrations, they form a flexible visual system that can be applied across print and digital touchpoints, reinforcing traceability and continuity throughout the brand.

Illustrations incorporated on a project bag

Process

Identification System.

The identification system is inspired by Norwegian runes and designed to communicate fibre properties. Each symbol represents key attributes such as softness, yarn weight, and fibre type, creating a clear and functional layer of information that supports decision-making.

Identification on companion app

Process

Packaging & App.

Each skein, package, or garment tag includes a QR code that connects to a companion app, allowing users to trace the fibre’s journey back to its source. The app provides detailed sourcing information, including farm origin and production process, while also helping users filter yarn options based on their needs and values. This creates a seamless connection between physical product and digital experience.

Sock knitting kit packaging with QR code

Outcome.

The result is a cohesive design system that makes fibre sourcing more transparent and accessible. By connecting branding, packaging, and a companion app, Spør Yarns transforms yarn into a traceable experience rather than just a material product. The system allows users to better understand what they’re using and make more informed, conscious choices.

Teachings & Reflection.

Working on Spør Yarns strengthened my approach to systems thinking. I learned how to translate a conceptual idea into a structured design system that works across multiple touchpoints. It reinforced the importance of clarity — especially when presenting complex information — and how thoughtful design can make that information feel simple and accessible.

If I were to revisit this project, I would expand the app experience and further refine how users interact with the traceability system. While the foundation is strong, there is potential to explore deeper user flows and real-world testing. This project showed me how design can move beyond aesthetics and play a role in making sustainability more transparent and actionable.

Curious To See More?

If you have a project in mind or just want to connect, feel free to reach out. I’m always open to new ideas and thoughtful conversations.

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