The Daisy Kingdom brand had a deep rooted history with the home sewing and craft market. However, when looking at the competitve market landscape, new fresher looking brands were grabbing the attention of new crafters & sewers as well as taking some of DK's market share. By refreshing Daisy Kingdom's look with bright fun photography in place of artful pencil illustrations we were able to keep the brand alive and help it prosper. The photoshoots and styling took place over the course of a month, with a final and complete re-launch happening later that year. We began to offer new pattern options that were simplified yet true to the whimsical, sweet nature at the core of the brand.