20/20 rebrands Hobbycraft

20/20 has designed a new brand and store interior for arts and crafts company Hobbycraft, with a look that the consultancy is calling ‘bright, colourful, spacious and feminine’.


The consultancy was brought on to the project in November by private equity group Bridgepoint, which owns Hobbycraft and other companies 20/20 has worked with, including Pets at Home.

After working with Circus on the early direction of the brand, 20/20 developed an identity which has fed into the environmental design. 

The new look is particularly aimed at young women with children and has been led by a pink-and-aubergine colourway.

It suggests a ‘hint of craft’ but with a ‘modern typeface’ and a tactile feel, which is continued inside the store on signage, carrier bags and uniforms, says 20/20 client director Lorraine Tovey.

Within the store, landscaping has helped ‘showcase products and open up the store’s repertoire’, says Tovey.

Clearer navigation and colour-zoned areas and lower fixtures have been introduced to give what 20/20 calls ‘a department store feel’.

Elemental has designed window displays and visual merchandising and  Chris Brown and Summerhouse the brand’s tone of voice.

The concept has opened in a new store – Hobbycrafts 52nd  – in Orpington, Kent and will now roll out across other stores nationally. 

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