Brand stories are one of the best ways to forge a connection with your audience, capture their attention and cement information into memories.

Since launching my business, I’ve been asked about the creative inspiration and story behind the little typewriter’s logo.

My brand story comes from the Japanese word Kintsugi, where they mend broken objects by aggrandising the damaged cracks with gold. They believe that when something has suffered damage and has a history, it becomes more beautiful. A story behind its scars.

As a word lover with an obsession with typewriters and quill pens, I wanted to combine my admiration for language and writing tools with the meaning behind Kintsugi. I’ve always loved the concept of creating something beautiful from something broken. They went hand-in-hand.

Why Kintsugi?

There are two reasons why this word, the art of precious scars, has always stood out to me.

1. Everything and everyone has flaws

If you apply this concept to humans, we’re not perfect creatures. But when you learn to love and embrace the damaged parts of yourself and each other, you become stronger, resilient and admire the little things in life more. The spaces in between. With the medical difficulties I’ve had and the challenges I’ve watched people I love endure, it’s a philosophy that’s close to my heart – and one that most people resonate with.

2. The importance of repurposing

Repurposing old, broken and damaged items, without disregarding how they got to be what they are now, is much better than buying or adding more materialistic things to the world. They hold a lot more substance too. History, even in its damaged form, is still beautiful.

Repurposing allows you to save money, energy and reduce the amount of waste sent to landfill. It’s also a fun way to get those creative juices flowing.

Thanks to my talented husband, Rob, my vision to incorporate these values into my business and brand became a reality.

How? The story behind the little typewriter

First, we sourced an unusable typewriter. We planted a chilli plant inside it to give it purpose again. 12 months later and it’s still in the garden. Rob, with his creative skills, set up a photo shoot to capture the above image (and many other cool shots). This black and white photo was crowned winner to become the illustration for the logo.

The colour green symbolises new beginnings, growth and tranquillity. Green affects the human mind by relaxing you mentally and physically, reducing anxiety and offering a sense of self-discipline and balance. Values aligned with my business and brand I was creating. But it happened organically.

The typewriter was a similar colour, which initiated the idea. After playing around with different shades to find the right one, the pastel-style green unique to the little typewriter was born.

The Story Behind the little typewriter’s Scars

As a storyteller with scars myself, the combination of the word Kintsugi and the values behind its meaning, the art of repurposing and my brand colour ties it all together. Who I am, the ethics of the little typewriter and what I do.

Brand stories help create a connection with your audience. If you’re looking for the right words to connect with yours, start a conversation with me today.

Love the art of Kintsugi? Check out these beautiful pieces of handmade furniture by Unique Living Designs, a local Perth crafter.

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