Gen. Hemslöjd
Hemslöjd and handicrafts have been an important part of
Swedish culture for decades, creating spaces that value creativity, community
and sustainability and with influential players such as the Swedish Handicraft
Association: Hemslöjden. But more often than not, hemslöjd is associated with an
older generation, something that might be detrimental to the organization’s
future.
“Gen. Hemslöjd” is a branding project that seeks to include a new generation to
hemslöjd by broadening the definition of what hemslöjd is. With gen. Z as a
target audience, the concept of Gen. Hemslöjd strives to inspire the creation of
a creative and communal space for young people, physical as well as digital. The
project merges new and old, employing a punk-like attitude by using flash
photography of young creatives, a neon color scheme and pictures of
unconventional craft supplies and techniques, combined with a logotype that
takes inspiration from cross stitch patterns. Colorful, loud and young, Gen.
Hemslöjd is nothing like your grandmother's sewing club!
The project's end result includes promotional posters for workshops, merch such
as stickers and pins, an instagram page, as well as a Gen. Hemslöjd-branded
goodie bag of craft supplies that encourages members to put their own creative
spin on a tote bag.
![](Images/astrid-milewski/1.gif)
![](Images/astrid-milewski/2.jpg)
![](Images/astrid-milewski/3.jpg)
![](Images/astrid-milewski/4.jpg)
![](Images/astrid-milewski/5.jpg)