Brand Identity
A warm, community-first identity — the blossom mark, the wordmark, the palette and the voice — built on one belief: connection over competition.
Case Study · Brand · Tech · Marketing
Frogging Nook
Nepal's crochet community — designed, built, and grown from zero.
The Brief
Frogging Nook is Nepal's crochet community — hands-on workshops, meetups and crochet-alongs across Kathmandu, Lalitpur and Bhaktapur. A community, not a product. Our brief was the whole thing: design and build its digital home — accounts, a live events system, tutorials — and grow the community itself from a standing start.
"
Connection is more powerful than competition — the nook's line, and the
brief behind everything we made.
iisiichaa.com
The Partner
It began with Iisiichaa.
The idea for a crochet community came from Iisiichaa. We partnered with them to make it real — shaping the brand, building the platform, and growing the audience — and together we ran the workshops, meetups and crochet-alongs that turned the idea into a community that meets in person.
Three domains, one team.
Frogging Nook needed a brand, a platform, and an audience — so we did all three. One team across identity, engineering and marketing, each one feeding the next.
Tech
Design and full-stack build — a Turborepo of Astro + React apps (site, learn, workshops) with a dedicated TanStack admin panel, containerized with Docker.
Marketing
From a standing start to 904 followers — reels past 280K views and real-world workshops that turned an audience into a community.
An identity built on connection.
Before the product, the brand. We built Frogging Nook's whole identity — the mark, a full logo system, a custom icon set, the type and the palette — around one belief: connection is more powerful than competition. Stitch. Share. Belong.
The Mark
Each rounded petal stands for a maker, a learner, a creator — intentionally separate, but connected. Together they bloom into the Nook: a shared space for creativity, connection and new beginnings.
The wordmark carries the rest — a bold-yet-gentle type that reflects strength, warmth, and the rhythm of creating, undoing, and growing together.
One mark, every colourway
A custom crochet icon set
Typography
Headings Spinelo — display serif
Text DM Sans — 400 · 500 · 700
"Handmade isn't just a process — it's a feeling."
The palette
Dog Bone Cream #F2E8CC
Tennis Ball Green #99BD05
Cool Grass Green #236130
Zoomie Energy Pink #DE3891
A digital home for the nook.
We designed the experience and engineered it end to end — a Turborepo of Astro + React apps on a Node server, plus a dedicated admin panel for the team, all containerized with Docker.
Join the Nook
Accounts done properly — sign-up with email verification and member profiles that tailor event recommendations to each person's experience level.
A living events engine
Workshops, meetups and crochet-alongs in one system, filterable by type — with a 'Next up' card that flips to a live 'happening now' state and nav cues that light up when an event is on the schedule.
Its own learning app
Free, structured tutorials live in a dedicated app of their own — so anyone can pick up a hook and start, no sign-up required.
Gallery, live from Instagram
Moments from real sessions pulled straight from the feed, so the site and the social work stay one and the same.
A back office for the team
A dedicated admin panel — built with TanStack Start and React — lets the team publish events, tutorials and stories through a built-in markdown editor, no developer needed.
Built to scale
A Turborepo of Astro + React apps on a Node server, with a Prisma-backed data layer, all containerized with Docker — fast, secure, and easy to run.
From zero to a feed people share.
We started the account at zero. Warm, real reels from the sessions did the rest — one crossed 280K views.
We took the nook offline.
Community isn't built on a feed alone. We ran hands-on workshops and meetups — including a gathering at Bitter Sweet Kaffe — where the online community finally met in person.
The Proof
A product, and a community, from scratch.
904+ Followers, grown from zero
740K+ Views across four featured reels
280K+ Views on our top reel
3 Cities the community spans
Followers and reel views from Frogging Nook's own Instagram, grown from a standing start; the community spans Kathmandu, Lalitpur and Bhaktapur, and the site is live at froggingnook.com.
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