Oh My Craft!
This was a complete re-invention of the OMC brand for Hinkler. I started with understanding what the past successes and failures were in the companies kids craft lines, which retailers they were targeting, and the price range targets.
The project started with a deep dive into the strategy for the new brand. I researched competitive kits in the market, trending crafts on various social media platforms, and packaging styles. I focused on innovation in both the kit styles and packaging. We looked at a Good/Better/Best pricing strategy to appeal to a wider range of retailers.
I focused on specific customer demographics and trends that were under represented in the current marketplace, which is targeting tween-teen girls. Most kids craft kits are targeted to a younger demographic with less interesting product ranges. By focusing our products on the 11-16 year olds we are appealing to an audience that still wants to do crafts, but doesn't want to do "little kid crafts".
Once the projects were chosen I worked directly with several factory partners on pricing, component choices, component samples & testing. I also worked with the the creative director and team on the overall brand style direction, color palette, and packaging details.
Project Gallery
