Mahsicho
Mahsicho is a thoughtfully curated retail space that brings together supplies and artisan-made goods in one place. Serving both creators and collectors, the store offers a wide range of materials including beads, jewelry-making supplies, embroidery threads, and essential tools for the craft.
Alongside these materials, Mahsicho showcases Indigenous traditional artisan pieces and work from Northern artists, creating a space that celebrates culture, creativity, and community. Through hands-on workshops, they support connection and knowledge-sharing, offering a welcoming environment where people can learn, create, and engage with traditional and contemporary practices. Complementing this offering is a selection of elevated, high-end apparel, making Mahsicho a unique destination that blends artistry, craftsmanship, and modern retail.
LOCATION
Yellowknife, NWT
INDUSTRY
Retail
DELIVERABLES
Brand Strategy
Brand Identity
Web Design + Digital Experience
Print + Digital Assets
Branding
The visual identity was designed to honour the artistry and intention behind each piece. Drawing inspiration from beading techniques, Indigenous art, and traditional craftsmanship, the brand incorporates vibrant colours that reflect the richness and diversity found in their bead selections. Elements such as thread and needle motifs subtly reference the tools of the craft, grounding the identity in the making process itself. The result is a cohesive and expressive brand system that feels authentic, culturally respectful, and visually distinctive.
Our work together was rooted in strategy and collaboration, ensuring the brand not only looked beautiful but functioned with purpose. By aligning the visual identity with Mahsicho’s story and audience, we created a brand that builds recognition, trust, and emotional connection. This approach provided clarity and consistency across every touchpoint, giving the business a strong foundation to grow with confidence.
The Mahsicho logo is a thoughtful reflection of traditional craftsmanship, cultural knowledge, and the tools that bring each piece to life. Sinew threading and a needle are incorporated to honour the techniques used in creating Indigenous artisan work such as fur mitts and moccasins, while the inclusion of colourful beads represents the vibrancy and detail of the craft itself.
The wordmark is set in a soft serif typeface, chosen to echo the elegance and care found in each handmade piece. A rich brown palette grounds the identity, paying tribute to smoked moose hide, a material deeply rooted in tradition and commonly used in earrings, mitts, and moccasins.
A distinctive feature within the logo is the “I,” designed from a historical pattern passed down through generations. This element celebrates the teachings of Elders and the intergenerational knowledge that continues to shape Indigenous artistry today. At its centre, caribou tufting introduces texture and colour, representing the North and further connecting the brand to place and tradition.
Together, these elements form a cohesive identity that honours heritage, celebrates craftsmanship, and reflects the values and mission at the heart of Mahsicho.
Every touchpoint was designed to carry the Mahsicho experience beyond the product itself. The website, packaging, and printed materials work together to create a seamless journey, one that reflects the care, culture, and craftsmanship behind each piece, while leaving a lasting impression with every order.
e-commerce website
Mahsicho’s website was developed to support the brand’s evolution from a physical retail space to a fully accessible e-commerce experience. Through a strategic and collaborative process, we designed and built a Shopify website that showcases product listings, artist bios, and a dedicated artisan market—creating a platform that highlights and supports Northern makers.
To further enhance functionality and community engagement, the website includes an event calendar to promote workshops and gatherings, reinforcing Mahsicho’s role as both a retail and cultural hub. Inventory integration was also implemented to ensure a smooth transition from their existing system, allowing for efficient management and continuity in operations.
Beyond the digital experience, the brand was extended into thoughtfully designed shipping and packaging materials, including custom poly mailer bags, tissue paper, stickers, and thank you cards. This ensured that every customer interaction, from online purchase to delivery, reflects the care, quality, and storytelling behind the brand.
The result is a dynamic and scalable e-commerce platform that expands Mahsicho’s reach beyond a single location, connecting with communities across the North and customers nationwide while continuing to celebrate and elevate Indigenous artists and craftsmanship.
Testimonial
April Bell
Owner
Adele was incredible to work with throughout the entire process. She took the time to understand the vision for Mint Hair Lounge and translated it into a brand that truly reflects the salon’s style and atmosphere. The final identity feels modern, elegant, and completely aligned with the experience we want to create for our clients.
Mahsicho