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Whiled is a line of products designed for downtime, emphasizing good design, while winking to the unexpected, and sparking curiosity— starting with puzzles. The wordmark’s letterforms stretch and curve, as if the word itself is making the intention to take it slow. The crossbar of the H is also the silhouette of an hourglass icon tilted on its side, to represent pause. The crossbar is also the eyes of the brand’s mascot, a humble snail. Primary colors serve as the brand’s palette, as a playful reminder to get back to basics. Whiled’s first product is thoughtfully art directed puzzles from different illustrators all over the world.

The name "Whiled" came from the notion of “whiling away” the hours, which harkens back to the 1800s, an era in which being stimulated and also unproductive was widely celebrated. “While away” was the “hang out” of the 19th century, a phrase that was used enough times they added it to the dictionary. We love that it describes a specific way of spending your time: You’re not doing much of anything, but you’re not bored, either. Leisure at its finest. Is there anything better? 

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Several antique portraits hang on the walls of The Six Bells shop, which were the inspiration for "The Townspeople" of Barrow's Green. Each portrait has been given a name and role in the town, creating a community of unusual characters with interwoven backstories.

The small library of stamp-like, icons are meant to feel  quaintly imperfect, continuing the tie between two worlds of The Six Bells.

Credits:
Founder: Alisha Ramos
Brand & Packaging Design, Art Direction: Alex Stikeleather
Fern Diaz/Librarie Studios: Naming, Strategy
Hilda Wong: Junior Designer
Morgan Hung: Web Design
Meredith Jenks & Casey Zhang: Photography

Illustrators:
Lan Truong, BD Graft, Ana Leovy, Tess Smith-Roberts, Danielle Rhoda, Hye Jin, Roeqiya Fris

2019-2022