Brand development of handmade yarn products for commercialization

Abstract

This research aimed to develop a commercial brand identity for handmade yarn products to enhance distinctiveness, improve customer recognition, and encourage repeat purchasing behavior. The target group consisted of handmade yarn producers under the “View” enterprise. Previously, the band utilized the owner’s personal name for distribution, which led to lack of distinctiveness, ineffective brand recall, and low rates of repeat purchasing among customers. The study employed a participatory qualitative research approach, collecting data through interviews and validating findings with quantitative data.  Descriptive statistics, including percentage, mean, and standard deviation, were employed for the quantitative analysis. The findings revealed that the development of the commercial brand “Viewsuay,” abbreviated as “VS,” representing naturally dyed yarn. The visual identity features a logo designed to convey a sense of delicacy and fluidity, inspired by the graceful movement of yarn strands. Conversely, the choice of formal typography reflects a foundation of strength, seriousness, and enduring stability. The English letter “V” in green and “S” in blue, symbolizing woven yarn threads that are inseparable. The tail of the “S” refined into a thin, pointed brown line, resembling the delicate end of a thread, with the name “Little Craft Studio” positioned beneath the logo. Furthermore, the establishment of a collaborative network with the Phu Thai indigo entrepreneur group in Phanna Nikhom District, Sakon Nakhon Province, led to the innovative creation of a new entrepreneurial brand, “Lisa Handicrafts”. This brand focuses on naturally dyed cotton yarn and is primarily marketed through social media platforms, particularly Facebook. In addition, an innovative naturally dyed gradient cotton product was developed, featuring a unique technique where one yarn skein is dyed in three-color and five tonal variations. These include combinations such as yellow-orange-pink, indigo-green-yellow, indigo- purple-pink, white- indigo-purple, and white-blue-green. These yarns serve as premium raw materials for weaving, crochet, and embroidery. This innovation not only enhanced product diversity but also strengthened brand communication, leading to improved brand recognition, repeat purchases, and long-term commercial sustainability.