Baske is a home goods store in Portland and Kennebunk, Maine, founded by longtime collaborator Angela Foddrill. When she approached us to develop a brand for the new store, the challenge was clear: translate two decades of retail expertise into a distinct identity that would stand apart from her established Bliss and Little boutiques while speaking to customers who value thoughtful, intentional living.
Angela came to First Pier with a concept for a home goods store and a need to differentiate from two already-beloved brands. The new store required its own distinct personality—one that could stand on its own while still living within the same family of businesses.
Through strategic positioning workshops, we identified a core customer persona—aesthetically minded professionals seeking elevated homewares that bridge indoor and outdoor living. This led us to develop Baske, a name derived from the verb "to bask," evoking the warmth and comfort of a well-designed home. The visual identity centers on a hermit crab illustration—a deliberate choice that mirrors how Baske's customers carefully curate their living spaces, much as hermit crabs thoughtfully select and carry their homes. Paired with a flowing wordmark and a coastal-inspired palette of sage greens, warm terracottas, and soft blues, the brand conveys both premium quality and approachable charm.
We delivered comprehensive brand guidelines including primary patterns featuring the hermit crab motif, seasonal color palettes, positioning language emphasising 'Objects for Living,' and a complete visual system spanning shopping bags to storefront signage. With both e-commerce and Shopify POS fully integrated across Portland and Kennebunk locations, Baske captured significant seasonal sales immediately after launch and entered the market as a fully operational omnichannel retailer — online and in-store from day one.
They weren't just building a website—they orchestrated the entire launch of our business. From branding to POS to marketing, they thought through every detail and gave us a scalable foundation.
Angela Foddrill, Owner — Baske
Baske didn't just need a logo — they needed an entire business launched. First Pier delivered naming, brand identity, a Shopify storefront, POS integration across two retail locations, operational workflows, and live marketing systems in time for their peak season. Angela Foddrill, the owner, described it as rare: an agency capable of handling every aspect of a business launch under one roof, thinking through every detail, and giving the brand a scalable foundation from day one.
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