meraki [ma-rah-kee] (verb): to do something with soul, creativity, or love; to put something of yourself into whatever you are doing.

Meraki Thread Co. is a boutique at The Wharf Mooloolaba with a curated collection of Australian fashion labels and homewares, a store built on exactly the feeling its name describes.

Moving into a new and larger space was the ideal moment for a brand refresh that aligned with where Meraki was heading. The direction is warm and coastal, with a refined aesthetic that feels considered without losing the soul at the heart of the Meraki experience.

We retained the palm tree motif while evolving the typography to better reflect the direction of the brand. The refresh was rolled out across signage, packaging, shopping bags, mailers and stationery, ensuring a consistent new visual identity.

BRANDING | PACKAGING | SIGNAGE
Exterior of a boutique clothing store with large display windows showcasing mannequins in summer outfits, and a sign with a palm tree logo and the word 'MERAKI'
Two hanging gift tags, one in light brown and the other in a darker shade, attached with black string, placed on a light gray surface.
Beige background with a palm tree illustration and the text 'Meraki Thread Co.' in white.
A brown paper shopping bag with a palm tree logo and the words 'MERAKI THREAD CO.' printed on it, placed on a sandy surface with a plain brown background. The bag contains crumpled white tissue paper.
Interior of a boutique store with a beige and white color scheme, featuring hanging wicker pendant lights, a curved display counter with products and a potted plant, and shelves with clothing and accessories.
Clothing rack with various dresses and garments, framed beach photo and potted plants on shelf
A gift voucher from Meraki Thread Co. with a beige background and white and gold text, featuring a palm tree logo and space to fill in details like amount, online code, and recipient.
A beige-colored silhouette of a palm tree with a tall, slender trunk and a canopy of fronds.
A white paper bag with a light brown palm tree pattern and a round sticker that says 'MERAKI' with a palm tree icon, placed inside a box. There is an open card above the bag. 
KIND WORDS

“I had the pleasure of working with Erin on a few projects across both of my businesses, and her work always exceeded my expectations. Her skills and talent as a graphic designer, photographer and marketing expert are truly exceptional.  

One of the standout qualities of Erin is her creativity. She consistently brought fresh and innovative ideas to the table, demonstrating a keen eye for design and a deep understanding of our brand and direction.   I would not hesitate to work with her again in the future.”

Jess Bos, Owner - Meraki Thread Co.