# Handmade business branding: markets, Etsy and Instagram [Canonical HTML page](https://gradiently.design/guide/craft-maker-branding) A maker's brand has to work on a folding table in the rain, in an Etsy search grid and in a phone feed. Here is how to build one look that survives all three. ## The short version - Good handmade business branding is a small set of things repeated everywhere: one ground colour, one type voice, the same way of writing your name and a consistent photo setting. - Market stall signs need a short name and one line about what you make, readable from about three metres away. - Price cards work best as one template filled many times, so every card on the table looks like it came from the same hand. - On Etsy, a matching shop banner and a consistent listing photo background make a shop look established before anyone reads a word. - Instagram for makers is mostly process, finished pieces and where to find you next, all wearing the same background so the grid reads as one brand. **Handmade business branding** comes down to repetition. Pick one ground colour, one type voice and one way of writing your name, then use them on everything: the banner at the craft fair, the price cards on the table, the Etsy shop banner, the listing photos and every Instagram post. Buyers often meet a maker in several places before they buy, and the brand is simply the thing that tells them it is the same person each time. You do not need a designed logo to start. Most makers are better served by a name set beautifully in one typeface, sitting on a background that is clearly theirs. The rest of this guide shows how to carry that from the stall to the screen. ## What handmade business branding actually needs Big brand guidelines run to dozens of pages. A maker needs about five decisions, written on one card and kept next to the till. - **A name lockup:** your shop name in one typeface, one weight, always the same case. This is your logo until you want a drawn one. - **A ground:** the colour or background that sits behind everything. It does more brand work than any accent. - **One accent:** a single colour for prices, sale tags and your Instagram handle. - **A photo setting:** the same surface, light and angle for product shots, so listings line up. - **A sentence:** what you make and where, in under ten words. It goes on the banner, the Etsy headline and your bio. If you are still choosing colours, [how to choose brand colours](https://gradiently.design/guide/how-to-choose-brand-colors) walks through it, and [small business branding](https://gradiently.design/guide/small-business-branding) covers the wider basics. The point for makers is restraint: your products are already full of colour and texture, so the brand around them should be calm enough to let them lead. - Linen ground: #f4ede3 - Kraft: #d9c7ae - Clay: #8a5a3c - Walnut ink: #3b2a20 - Glaze green: #2f6b5e A palette that suits ceramics, leather or woodwork: a warm paper ground, two earth tones, a dark ink for words and one green accent kept for prices and tags. ## Market stall signs that read from the aisle People walk past a stall at a steady pace and glance sideways. Your main sign has about two seconds to say who you are and what you make. Put the name large, the one sentence underneath, and nothing else. Your Instagram handle can go on a smaller sign at hand height, where people actually stop. An A4 market stall sign reading Small batch stoneware, with the maker's name above and a short line about the work below An A4 sign for the front of the table: the name, what you make, and nothing competing with it. An A5 card on the same background reading Find us online, with an Instagram handle underneath A smaller A5 card at hand height carries the handle, in the same background so it clearly belongs. | Piece | Print size | Pixels at 300 dpi | Where it goes | | --- | --- | --- | --- | | Main sign | A3 | 3508×4961 | Front of the table or on an easel | | Secondary sign | A4 | 2480×3508 | Back wall or table edge | | Handle and payment card | A5 | 1748×2480 | Beside the card reader | | Price card | Business card | 1050×600 | Next to each item or group | | Care card in the bag | Postcard | 1800×1200 | Tucked into every sale | The print pieces most stalls need, with the pixel sizes to design at so they print sharp. > **Test the sign from three metres** Print it on office paper, tape it to a wall and walk past at normal pace. If you cannot read the name without stopping, make it bigger or cut words. ## Craft fair price cards that match Handwritten prices on scraps of card are where many stalls lose their polish. The fix is one price card template, filled in many times. Keep the layout fixed: item name on top, price large in your accent colour, one detail such as size or material underneath. Then only the words change. 1. **Design one card** Set it at business card size, 1050×600, with your ground behind it and plenty of space around the price. 2. **List your stock in a spreadsheet** One row per item, with columns for name, price and detail. You probably have this already for stock taking. 3. **Fill every card at once** On Gradiently Pro, [bulk create from a spreadsheet](https://gradiently.design/guide/bulk-create-from-spreadsheet) connects those columns to the card's text and makes a card per row, so forty prices take minutes, not an evening. 4. **Print with bleed** Export a print PDF with bleed and crop marks so the background runs to the cut edge, then trim or send to a local printer. The same spreadsheet works again before the next market when prices move. Change the cells, make the cards again, and every card stays consistent. For printed pieces beyond the stall, [business card design](https://gradiently.design/guide/business-card-design) and [flyer design](https://gradiently.design/guide/flyer-design) go further. ## Etsy shop branding that looks established On Etsy, buyers see your listing photo in a grid next to dozens of similar items. A consistent first photo, same surface, same light, same crop, makes your listings recognisable as a set and makes the shop feel established. The shop banner then confirms it with your name lockup on your ground. [Etsy shop branding](https://gradiently.design/guide/etsy-shop-branding) has the full detail; here are the sizes that matter. - Etsy listing photo 2700×2025: 2700 × 2025 - Etsy shop banner 3360×840: 3360 × 840 - Instagram post 1080×1350: 1080 × 1350 - Instagram Story 1080×1920: 1080 × 1920 The four frames a maker designs most, drawn to scale. The banner is very wide and short, so keep the name centred and small enough to survive cropping on phones. Keep words off the first listing photo. Let the product speak there, and use a later photo in the listing for a branded card with care instructions or a size guide, wearing your background. ## What makers should post on Instagram Makers have something most businesses would love: a process people enjoy watching. A good week on Instagram for a craft business mixes three kinds of post, all on the same background so the grid reads as one brand. - **Process:** hands at the wheel, a pattern being cut, glaze before and after firing. Short video or a carousel. - **Finished pieces:** one item per post, shot in your usual setting, with the name and price in the caption. - **Where to find you:** the next market, a restock date, a shop update. This is where a designed card earns its place. An Instagram post announcing the next craft market on Saturday, with stall number and opening time A market announcement as a portrait post, the details set in the calm part of the background. A vertical story announcing a restock on Friday at 7pm, listing mugs, bowls and bud vases The restock as a story, in the same look, so followers know it is you before they read it. Make the market post once and you have most of the work done: the same design resized to a story, a Facebook event cover and the A5 card for your stall. On Gradiently Pro, one design resizes to every size in one step, and the Mark keeps words readable on each. For the full size list, see [social media image sizes](https://gradiently.design/guide/social-media-image-sizes). ## Common handmade branding mistakes ### Avoid - A new colour scheme for every market - Handwritten prices on mismatched card - A busy banner with every product listed - Listing photos on whatever surface was nearby - Script fonts that cannot be read from the aisle ### Do - One ground and one accent, kept for years - One price card template, filled from a list - Your name and one sentence, large - The same surface, light and crop every time - A clear typeface, with script used only as a small detail The common thread is [brand consistency](https://gradiently.design/guide/brand-consistency): fewer choices, repeated more often. A look nobody else at the fair shares helps too. In Gradiently, every Mark is checked against every other, so a background you claim is one no other stall will turn up with. ## FAQ ### Do I need a logo for a handmade business? Not to start. Your shop name set consistently in one typeface works as a logo, and you can commission a drawn mark later once you know what the brand feels like. ### What should a market stall sign say? Your name and one short line about what you make, large enough to read from about three metres. Put your handle and payment details on a smaller card at hand height. ### What size should craft fair price cards be? Business card size works well, designed at 1050×600 pixels for printing at 300 dpi. Keep the price large and the layout identical on every card. ### How do I make my Etsy shop look professional? Shoot every first listing photo on the same surface in the same light, and use a shop banner with your name on the same background you use elsewhere. ### What should a maker post on Instagram? A mix of process, finished pieces and where to find you next. Keep the designed posts on one background so the grid reads as a single brand.