Sewing pattern packaging design
I founded Afternoon, an independent sewing pattern label, as a way to address the lack of contemporary sewing resources in South Africa. Afternoon is about making sewing accessible. I offer all patterns and illustrated instruction booklets in print, as well as more affordable, print-at-home downloads.
This is a selection of the packaging design work that I have done for the brand, including logo design, booklet layout, illustrated instructions, and photography.
My first collection of four patterns used details from William Morris textiles in the public domain. For my second collection, I commissioned original illustrations from Cape Town-based artist Jessica Bosworth Smith for a custom booklet folder.
See more at afternoonpatterns.com