Loom & Throat is a one room workshop behind a bait shop in Ely, Minnesota, run by Dale Kettunen, who guided canoe trips in the Boundary Waters for twenty two summers before his shoulder made him think about what he was pulling through the water. He glues each paddle from strips of ash and cherry, shapes the shaft by hand plane until it fits an oval grip, and finishes it with three coats of oil instead of varnish so it never blisters a palm.
Who this theme is for
A small workshop selling one piece of handmade outdoor gear to people who already know what they want: wooden paddles, oars, pack frames, snowshoes, fishing nets. These buyers have usually held a cheap aluminium paddle for a week and want to know why the wooden one costs more, so the page opens on the paddle lying on a dock at dawn, comes in close on the throat where the shaft meets the blade and the laminations show, then shows hands planing a shaft on the bench. The Elevated Classic layout gives the photographs room and keeps the type quiet, which suits a purchase people think about for a whole winter.
What was decided in the brief
The style is Elevated Classic on its second variant. The primary is a deep spruce green close to the shoreline trees on a still morning, and the accent is a copper that matches the thin metal tip some paddlers want on the blade, so the buy button picks up a detail of the product itself. The brand facts lead with the single paddle, because choosing a length and blade shape is where beginners stall, then the laminations, because they explain the price, then the oil finish, because a blistered palm is the complaint every paddler has heard.