Hurl & Lashing is a two person broom shop in a converted tobacco barn outside Eureka Springs, Arkansas, run by Della Prewitt, who learned the trade from her grandfather, and her neighbour Tomas Ybarra, who grows the broomcorn on four acres behind the barn. Every broom is wound onto a hickory handle on a foot powered winder, pressed flat in a wooden vise, and sewn with five rows of waxed linen thread, about eleven brooms on a good day.
Who this theme is for
A small workshop selling one household tool made the old way: a broom, a scrub brush, a cast iron trivet, a turned wooden bowl. Buyers are paying for the hands and the material, so the page opens on the finished broom lying across the oak bench, comes in close on the red stitching and the split straw, then shows hands pulling the wire tight on the winder. Warm Artisan keeps the type sturdy and the layout plain, which suits a barn that would rather show the work than talk about it.
What was decided in the brief
The style is Warm Artisan on its second variant, because the burnt orange primary is close to the rust red thread on the broom and the gold accent is the colour of cured broomcorn, so the buttons match the product. The brand facts lead with the broomcorn grown behind the barn, then the treadle winder and the five rows of linen, then the daily count of eleven, because a buyer comparing an $84 broom with a $15 one wants to know where the straw came from and how slowly it was made.