Etsy rival Big Cartel has been helping artists and makers sell products for 20 years. We explore their recent rebrand by How&How and the sketch-driven concept behind it.
In 2025, if you’re an artist, maker or small business wanting to sell your products online, you have plenty of places to choose from. But Big Cartel is one of the oldest, most established and most respected.
Launched in 2005, this cloud-based e-commerce platform is used by everyone from woodworkers and ceramicists to niche medieval tapestry artists and has generated over $2.5 billion worth of sales to date.
But in the world of online sales, no one can sit on their laurels for long. So the platform, which is headquartered in Salt Lake City, Utah, turned to London and LA-based design agency How&How to help clarify its offering in an increasingly crowded marketplace.
Scribbles and scrappiness
Central to the rebrand is a distinctive illustration style that evokes the rough sketches entrepreneurs scrawl into notebooks when dreaming up their ventures. This scrappy aesthetic establishes an approachable, free-spirited tone that runs throughout the identity.
The “deliberately imperfect” approach extends to a new custom wordmark created in collaboration with type foundry Extraset. With chunky letterforms featuring unexpectedly sliced-off edges on the ‘A’ and ‘R’, it’s a deliberate step away from the polished perfection common in tech branding.
Complementing this is a stretched headline typeface paired with motivational messaging such as “Passion Pays” and “Sell Out Without Selling Out”, which speaks directly to creators considering the entrepreneurial leap.
Breaking down barriers
Beyond visual elements, the rebrand repositions Big Cartel as a platform that breaks down barriers to entry for creative entrepreneurs.
The new identity system includes both expressive, loose illustrations alongside crisper, more functional icons designed for different contexts. The latter is seen as particularly important for the platform’s updated product design.
At the same time, risograph textures reference the platform’s indie roots, while a vibrant colour palette signals a refreshed outlook that distinguishes Big Cartel in a competitive field.
“Every piece comes together in a world as self-made as those it represents,” says Cat How, founder and CEO of How&How. “And the cherry on top? A rabble-rousing, re-thought logo that carries 20 years of Noughties goodwill into today and proves that you don’t have to be picture-perfect to get your creation on the internet.”
Celebrating individuality
Overall, How&How has delivered a refreshingly unpolished rebrand for Big Cartel, positioning the veteran e-commerce platform as the champion of creative entrepreneurs making the leap from “day job to dream job”.
Its approach feels aligned with competitors like Etsy and Pinterest in celebrating individuality but with a contemporary cultural edge reminiscent of platforms like Dice.
“Working with the Big Cartel team has been an incredible experience,” says Callum Richards, senior designer at How&How. “From day one, we were empowered to take bold risks and think beyond the limits. Together, we built something that not only propels Big Cartel into a new era but stays true to its indie roots.”