Behind the Brand: Why We Rebranded (and What It Means for You)

Now that you’ve had a chance to explore our refreshed brand and shiny new website, we thought it was the perfect time to share a little more about what prompted the change, and the thinking behind it. 

So, why the change?

Over the past 12 years, Appletons has been rooted in the wholesale world. But more recently, something exciting has been happening, our retail side has taken off. More and more people – crafters, creatives, and curious beginners – have been discovering our wool, often for the first time, through online searches, independent shops, and social media. 

It’s been amazing to watch that shift, and it made us realise something important: the way we looked and sounded as a brand just didn’t reflect who we are now, or who we’re becoming. 

This rebrand isn’t just a new logo or a prettier website (although we’re very proud of both). It’s a complete refresh of how we show up in the world. One that feels more in tune with the quality, creativity, and care we pour into every skein of wool. 

Who we are — and always have been

For those of you who are new to Appletons, here’s a quick introduction. 

We’ve been making wool since 1835, and we’re proud to say not much has changed in that time when it comes to quality. We use 100% British wool, all sourced from Yorkshire and processed entirely in the UK. No shortcuts. No compromises. From farm to needle, we do things properly. 

You might know us for our crewel and tapestry wool, or our fantastic colour range. Or maybe you’ve picked up one of our embroidery kits to unwind with something creative and mindful. However you found us, we’re so glad you did. 

Why we rebranded

This wasn’t a decision we rushed into. We wanted to make sure every part of the refresh stayed true to our values: 

• Heritage of excellence — respecting our roots while evolving for a modern audience 

• British craftsmanship — supporting local industry and sourcing responsibly 

• Sustainability — using natural, renewable wool and reducing our environmental footprint 

• Creativity and wellbeing — encouraging craft as a form of joy, mindfulness, and self-expression 

• Trust and support — offering friendly, reliable customer service for every stitch of your journey 

Our old branding, including our (slightly cartoonish) sheep logo, no longer reflected the premium, thoughtful experience we offer. And as we attract a broader audience, including younger makers and more men, we knew we needed to strike a balance between honouring our heritage and staying relevant. 

We wanted something that felt warm, inspiring, and a little bit luxurious, just like our wool. 

What’s new

We’ve updated our logo, refreshed our colours and packaging, and redesigned our website to be easier to navigate, more beautiful to browse, and full of inspiration. But don’t worry, the heart of Appletons is still the same. 

We’ve said a fond farewell to our cartoon sheep logo and introduced a more grown-up, elegant design that truly reflects who we are today. The new needle and thread motif is a subtle nod to our craft heritage, offering a timeless feel that honours our roots. While the look may have changed, everything you know and love about Appletons – from our rich colour consistency and premium British wool to our friendly, personal service – remains exactly the same. 

In fact, this refresh is just the beginning. With more tutorial content, exciting events, and creative resources planned, we’re investing in the future while staying grounded in everything you already know us for. 

A huge thank you

Whether you’ve been with us for decades or only just discovered us, we’re so grateful to have you here. This rebrand is for you, to make it easier, more inspiring, and more joyful to create with Appletons. 

We hope you love the new look as much as we do.