How&How Rebrands Big Cartel with Indie-Inspired Visual Identity

Big Cartel, the e-commerce platform for independent artists and small businesses founded in 2005, has undergone a full repositioning and rebrand by design agency How&How. The platform, which has facilitated billions in sales for creatives including woodworkers, ceramicists, and tapestry artists, sought to stand out in a crowded online marketplace. How&How's new identity positions Big Cartel as a simple, affordable starting point for entrepreneurs, with a 'scrapper' aesthetic that feels authentic and self-made. Central to the rebrand is an illustration style inspired by notebook doodles, Risograph textures nodding to indie roots, and a rich color palette. The updated logo retains goodwill from two decades while signaling a new phase. Senior Designer Callum Richards noted the team was empowered to 'take bold risks and think beyond the limits.' The brand voice is punchy and motivating, cutting through doubt to encourage members to market their creations.