Creating a beautiful bookazine for The Fabled Thread
Who said a brochure had to be boring?
London-based craft company The Fabled Thread creates luxury embroidery and needlework kits for the modern maker. With its analogue-first ethos, wonderfully imaginative designs and vibrant visual identity, it’s a brand with stories to tell. So we were enchanted when the team asked us to bring its creative world to life in print.
The brief? To create something much more than a traditional sales brochure. Part magazine, part inspo-book and part introduction to the brand, The Almanac needed to be a beautiful little publication that followers would want to pick up, pore over and keep, while also showcasing the various kits they can buy.
The resulting perfect-bound A5 bookazine captures The Fabled Thread’s distinctive mix of colour, pattern and contemporary craft through captivating photography, thoughtful editorial and playful design. Our designer Dale even created a bespoke stitch-inspired pattern for the endpapers.
We’ve been so pleased to see the Almanac out in the wild at creative hubs – and to have a go at doing a few embroidery kits ourselves. The Fabled Thread’s stitcher-in-chief Eppie Thompson asserts that it’s important to ‘find pleasure in an activity that can’t be rushed’ and that this kind of making is the ultimate antidote to scrolling.
