Should you use Hatchful by Shopify in 2025?

Since Hatchful appeared on my radar a few years ago, I've kept it on hand for very specific needs. Frankly, for quickly generating logo ideas or for clients who are starting out on a tight budget, it's a game changer. What impresses me most is its ability to prototype visual identities in the blink of an eye.

It excels when it comes to testing initial concepts or providing a client with a first visual draft without investing hours of design work. For a startup that needs a quick logo for its MVP (Minimum Viable Product) or a Shopify e-commerce business that wants to launch its brand without delay, Hatchful is a valuable ally.

However, let's be clear: if you're looking for a truly unique and enduring brand identity with conceptual depth, its limitations quickly become apparent. Customization remains superficial, and intellectual property can be a concern. For strategic and distinctive branding, nothing can replace the work of a professional designer.

Hatchful is clearly a tool designed for non-designers, those who are launching a project and don't have the budget or time for a professional logo right away. I've seen it used by start-up clients: you enter your industry, a few visual preferences, and voilà, dozens of ready-to-use designs. It's ideal for quickly obtaining a basic visual identity without having to use complex vector design software. Perfect for an e-merchant who just wants a visual to launch their Shopify store.

The major advantage here is that there is no learning curve. You navigate an intuitive interface, choose from icons, adjust colors and fonts, and you're done. For an SME or individual entrepreneur just starting out, having files optimized for social media, business cards, or even favicons saves a considerable amount of time. Hatchful is no substitute for a designer, but it undeniably democratizes the creation of initial branding.

So, let's talk about the cost of Hatchful. And this is where it gets interesting: Hatchful is completely free. Yes, you heard right. There are no hidden fees, no premium subscription to unlock the best features. You get access to logo generation, social media brand kits, and different file formats (PNG, JPG) without spending a dime.

It's a godsend for entrepreneurs just starting out, small businesses on a tight budget, or those who need a quick visual for a short-term project. It's ideal for validating an idea or establishing a basic presence. However, for a professional designer or agency, it's crucial to understand that its free nature implies limitations in terms of uniqueness and creative depth. It's a starting point, not a complete branding solution.

Hatchful, the first thing that strikes you is its ultra-guided logo creation process. No more blank page anxiety! You choose your industry and aesthetic, and with just a few clicks, the tool generates a slew of suggestions. It's perfect for roughing out the work and getting a solid foundation when the client's budget is tight. At Easy Web, we sometimes use it as a starting point to explore quick directions.

But Hatchful doesn't stop at the logo. Once your main visual has been approved, the tool automatically generates a complete brand kit. I'm talking about variations for social media, favicons, predefined banners, and more. This saves a huge amount of time, especially for start-ups that need a consistent presence everywhere. For me, this is where the tool shows its true value: it transforms a simple logo into a fully operational visual ecosystem.

What often surprises me about Hatchful is its ability to go beyond just logos. The tool generates a nearly complete brand kit in the blink of an eye: variations for social media, favicons, even previews for physical media. For us at Easy Web, it's a valuable asset for exploratory phases or for delivering assets quickly to clients with tight deadlines. It never replaces the work of a designer, but it's an incredibly effective starting point.

Another strong point is the customization of templates. Hatchful offers smart creative bases tailored to your industry. But above all, everything can be adjusted: colors, fonts, icons. It's ideal for a first draft, to quickly test aesthetic directions or overcome a lack of inspiration. No need to open your entire suite to sketch out an idea; Hatchful offers this agility for initial drafts and mock-ups.