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fabany by JOANN
Project type
Brand Management
Building a Brand From the Ground Up
fabany by JOANN is a line of 2,300 sewing notions designed to offer premium quality at an accessible price. As the lead on branding, I developed and managed the complete identity system—from packaging and templates to iconography and seasonal extensions. My goal was to create a clear, cohesive, and flexible visual language that could scale with the product line.
Within its first year, fabany achieved $17.9 million in sales and moved 3.9 million units—demonstrating the power of strategic, consistent branding in a competitive market.
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