Fold Supply

Useful things. Less of them.

Client: Juno Hale, founder
Delivered: May 2026 · 8 weeks
The result: First collection sold in 11 days

A plain canvas tote with cotton webbing handles on a white ground.

The brief

A new identity and online shop for a small maker of bags built to be repaired. The founder wanted the brand to feel calm and confident, not like another sustainable-looking label.

What we did

StrategyWho the bags are for, and what the brand should never look like.
IdentityThe fold, drawn from a paper pattern, one logotype and one strong colour.
ShopFour products, clear care notes and a care guide people actually read.

Hands mending a seam in white cotton with a needle and thread.

The result

The first collection sold in eleven days. The care guide is now the page customers share most, and the founder reuses the fold on packaging and in the workshop.

“Otto got the feeling of our little business before we’d found the words for it.”
Juno Hale, founder

Want a brand that feels this clear?

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