Strategy + Advertising + Photography
Keeping a Heritage Brand on Trend for Today.
The knitter’s choice for generations, Lion Brand Yarn found itself at an enviable crossroads. Thanks to an influx of younger DIY makers and an exploding marketplace for handcrafted goods, what was once a low-interest category was experiencing a resurgence of activity and opportunity. As demand continued to surge, Square Root Creative was brought on to ensure that Lion Brand would be there to meet it. Embracing wit, wordplay and fresh, relatable photography, “The Original…” print campaign connects decades of tradition to modern-day innovation and relevance.