Case Studies

A contemporary brand for Colonial Williamsburg

Tools for woodworking are arranged on a wooden background

Capturing a new audience

Today, as they did nearly 250 years ago, the gifted makers of Colonial Williamsburg use traditional techniques and tools on-site at what was the largest and most influential of the early American settlements.

The Williamsburg Foundation–home to the traditional lifestyle brand, Williamsburg–tasked Jewel with the design of a new brand that capitalized on the growing popularity of maker-inspired products among younger consumers.

Millennials gather outside a farm-to-table restaurant

Laying a foundation

Referencing Colonial Williamsburg’s iconic early American style, Jewel developed a logo, signature aesthetic, brand positioning, and value proposition for Craft & Forge. The result is a distinctive new lifestyle brand with roots in the hands-on traditions of 18th-century Colonial Williamsburg artisans.

Forging a path

Today, Craft & Forge’s fresh take on historic trades brings time-honored craftsmanship to the modern marketplace. Proceeds from sales of branded products are returned to the Williamsburg Foundation in support of public education and the historic trades.

Wooden bowls in a stylish arrangement with foliage accent
Wooden bowls from Craft & Forge – Brooke Fitts Photography