Doullina was a scrapbooking company looking for a logo that stood apart from the usual simplistic competition. Most had the usual tools hanging off of the name or the torn paper look. This time they wanted something that looked natural yet elegant.
The format was to be used on tags, stickers, envelopes and a video. It needed to retain its hand-crafted nature throughout the process so instead of making it look like a paper logo, it was created to look natural when it was on paper.
View their commercial here.