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
Seasonal Product Planning & New Yarn Development:
Estelle Yarns works approximately six months ahead of each seasonal launch. For new Estelle yarns and colourways, I coordinate the product preparation process from initial product information through to catalogue and website launch. This includes naming yarns and colours, organizing product specifications and SKUs, preparing colour information, and ensuring all product details are accurate and consistent across marketing materials.
New Estelle Yarn Development:
For new Estelle yarns, I support the product development process from the initial selection stage. I select the colour palette for new yarn qualities, develop yarn names and colour names, create product codes and UPC codes, and design the corresponding Estelle yarn labels. I then print and test the labels on physical yarn samples to ensure they fit correctly and are production-ready before photography and catalogue development.
New Colour Development for Existing Estelle Yarns:
For existing Estelle yarns receiving new seasonal colours, I review and select colours from the yarn colour samples provided. I then prepare and submit the yarn names, product codes, UPC codes, and updated label information for the new colourways, ensuring that the new colours are properly documented and incorporated into the existing product line.
Product Photography & Image Editing:
When required, I photograph yarn samples of new Estelle yarns in-house. Images are edited and colour-corrected in Adobe Photoshop or Affinity Photo to ensure accurate yarn representation and print-ready quality.
Catalogue & Website Preparation:
I organize the finalized product information, photography, colourways, and supporting assets for inclusion in the upcoming seasonal catalogue. Redistributed yarns from other companies follow a separate process, where I organize the existing product information and assets for catalogue inclusion and subsequently add the products to the website after launch.
Revision & Pre-Launch Process:
Catalogues go through multiple revision cycles with internal teams and sales representatives, with updates made to product information, pricing, availability, imagery, and copy. Because the yarn industry works approximately six months ahead, finalized materials are prepared for sales representatives before the seasonal launch, followed by website updates once the products launch.
Pre-Launch Sales Preparation:
Because the company operates approximately six months ahead, finalized catalogue materials are provided to sales representatives before the seasonal products officially launch. This allows the sales team to present upcoming collections and products to retailers in advance.
Website Launch & Product Updates:
After the seasonal launch, I add the finalized products to the Estelle Yarns website. For new Estelle yarns, this includes building the product listings and adding the approved photography, colour information, specifications, and other product details. Redistributed yarns are added to the website after launch using the finalized information and assets.
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. Our Fall Estelle Yarn catalogues are professionally printed while the remaining catalogues are printed on paper in house and sent to our sales reps. All catalogues are displayed online
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.
Final Invitations