FLB wins HobbyCraft pitch

FLB has been appointed to design own-label packaging for arts and crafts superstore HobbyCraft, following a three-way pitch earlier this month against undisclosed competitors.

The Cheltenham-based group has been briefed to create ‘more consistent and more inspiring’ packaging across the retailer’s own-label products, says FLB client services director Guy Douglass. All six of the retailer’s categories, which encompass more than 250 products across art materials, card making, jewellery supplies and knitting and needlecraft, will be updated, but the brand’s marque will be unchanged.

The first product sporting new-look livery is scheduled to launch in the autumn.

In a market traditionally served by small specialist shops, HobbyCraft is the first to cater for a large variety of crafts and is the UK’s largest chain of craft superstores. According to Douglass, the retailer – which already has 30 stores around the UK – is in the throes of ‘significant expansion’.

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