HobbyCraft packaging redesigned by flb
28/10/2009

HobbyCraft, Europe's first and the UK's largest chain of dedicated Arts and Crafts Superstores, has appointed brand packaging agency FLB to redesign its Kids Craft range.

Lisa Looker of HobbyCraft says, “We cater for more than 250 different activities all under one roof, and carry over 35,000 arts and crafts products in a typical store - it’s a real Aladdin's Cave for our customers.   We’ve been working with FLB to bring a cohesive design strategy across our range and help our customers turn their exciting ideas into reality. “

The aim is to embrace the very wide range of products including paper and card, crayons, pencils, foam shapes and paints under a single design. The new approach will help parents and kids find fun craft items for school projects and rainy day or holiday entertainment.  By strengthening the brand, the packaging reinforces the idea of inspiration and quality which attracts people to the stores.

Colin Mechan, Creative Director at FLB says, “There are two key elements to the design – the flexible branding block which helps unify the range and the creation of a range of characters which have instant kid-appeal adding to the softer typography style.”

FLB has used the non-gender specific colours green and purple to help to highlight the range in store and create strong shelf blocking. A chatty support line adds value and rewards the consumer by highlighting key product benefits.

FLB have been working with HobbyCraft since 2007 developing new packaging for own brand products.

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