Hobbycraft, UK

Crafting is a big trend in austerity Britain, when specialist arts & craft retailer Hobbycraft approached 20.20 to help create a brand and retail experience that would attract a new and younger audience: their aim was to be the market leader in the craft sector, differentiating themselves from department stores, supermarkets and online retailers. The simple truth is that crafting is an activity, and an emotional one at that - so the brand experience needed to focus on the actual art of crafting, rather than the products themselves.

20.20 created a new brand proposition, identity and retail store concept that placed craft at the heart of the experience. The new identity is inspired by hand-stitching and the tactile nature of crafting, the store provides customers with clear navigation, colour-zoned areas and lower fixtures, and has much more of a department store feel,that completely changes the customer experience.

The customer response has been exceptional and the stores are exceeding sales expectations: so much so that Hobbycraft now plan to locate on to fashion retail parks as well as refit existing edge of town stores. The new shopping experience is much more engaging and emotional, making the world of crafting more appealing and accessible to everyone.