Julie Steller and her team had been making one-of-a-kind products from upcycled wool sweaters for years. The work was premium: labor-intensive, materially rich, genuinely singular. The brand wasn't keeping up.

The rename to Steller Handcrafted Goods was the first step: precise, unhurried, confident in what the work actually is. The identity followed from the materials themselves — Nordic textile patterns, the geometry of sewn stitches, a palette pulled directly from the wool. The mark reads as snowflake and stitch simultaneously.