Catalogues for Estelle Yarns
B2B Yarn Catalogue Design & Product Communication
Role: In-House Graphic Designer
Problem Statement
Estelle Yarns supplies yarn from multiple manufacturers and brands exclusively to retailers. With new yarn lines and seasonal colour launches planned up to six months in advance, the company required detailed, accurate catalogues that translate complex product data into clear, retailer-friendly marketing and sales tools.
The challenge was consolidating manufacturer information, internal inventory data, and seasonal strategy into cohesive catalogues that support wholesale sales and product launches.
Objective
To design seasonal yarn catalogues that clearly communicate product offerings, pricing structures, and specifications to retailers. The goal was to support sales representatives by delivering accurate, visually consistent catalogues in advance of each product launch.
Solution
As the in-house designer at Estelle Yarns, I manage the full lifecycle of seasonal catalogue production—from early product intake through final delivery to the sales team.
I translate inventory data, product specifications, and seasonal marketing goals into structured, visually clear catalogues that support retailer decision-making. Each catalogue highlights new yarn lines, seasonal colours, and brand offerings while maintaining consistency across Estelle Yarns’ own products and partnered brands.
Process
6-Month Advance Planning & Product Intake:
Catalogue production begins approximately six months before launch. During this phase, we receive yarn samples and manufacturer catalogues for upcoming seasons.
Inventory Creation & Product Data Organization:
Incoming product information is translated into structured inventory data, including item lists, pricing, colour ranges, and technical specifications. This ensures catalogue content is accurate and aligned with internal sales systems.
Catalogue Design & Copywriting:
Using finalized inventory data, I design complete catalogue layouts.Depending on the brand, catalogues are either designed entirely from scratch or adapted from manufacturer-provided materials to fit Estelle Yarns’ branding and retailer requirements.
Product Photography & Image Editing:
When required, I photograph yarn samples in-house. Images are edited and colour-corrected in Adobe Photoshop to ensure accurate yarn representation and print-ready quality.
Labels, Graphics & Supporting Assets:
Product labels, stickers, icons, and supporting graphics are designed in Affinity Designer, ensuring consistency across catalogues and physical packaging.
Revision Cycles & Sales Collaboration:
Catalogues go through multiple revision cycles, incorporating feedback from internal teams and sales representatives. Updates are made to pricing, availability, imagery, and copy until final approval.
Final Delivery & Pre-Launch Preparation:
Final print-ready files are delivered to sales representatives ahead of product launch, ensuring they have accurate, professional materials for retailer outreach.
Challenges
Managing Long Lead Times & Ongoing Changes:
Working six months in advance required adaptability as product details, pricing, and availability evolved.
Translating Technical Data into Clear Marketing Content:
Converting raw inventory and specification data into concise, readable catalogue content required careful hierarchy and copywriting.
Ensuring Colour Accuracy for Retailers:
Yarn colour accuracy is critical for wholesale buyers, requiring close attention during photography, editing, and print preparation.
Outcome
The seasonal catalogues provide Estelle Yarns’ sales team with clear, professional tools tailored specifically to retailer outreach.
Retailers can confidently evaluate new yarn lines, compare specifications, and plan seasonal purchases. The catalogues support successful product launches, streamline sales conversations, and reinforce Estelle Yarns’ credibility as a trusted wholesale yarn supplier.
