Founded in 1995, Hobbycraft has since grown to a nationwide business with over 90 stores across the UK, ready to support and inspire an ever-expanding variety of crafts. They are the largest arts and crafts retailer in the UK, with everything customers need for art, knitting and crochet, haberdashery, papercraft, wedding and party, baking, jewellery making and more.
Hobbycraft needed to shift their existing range of kits from being under a 3rd party brand to becoming party of their master brand family. They really wanted to own this sector so having ‘Hobbycraft’ as the the name/gateway into the many different crafting types was important to them.
We designed their new sub-brand ‘CraftKits’ that was rolled out across the entire range covering a plethora of different shapes and sizes. With a bias towards the more serious / advanced crafter, the design needed inspire customers that the projects were achievable without dumbing it down too much for the audience. We added a good dose of the master brand elements, so even though we added some new fonts into the brand, it still felt part of the Hobbycraft family.
Hobbycraft launched the range just before Christmas as this product type is key range for gifting. Across this first season, they sold out of over 50% of the entire range. As far as results go….we’ll take that one! Let’s hope the popularity continues.