Overview
Wet Coast Wools opened about nine years ago in Kitsilano, Vancouver, BC. It is a knitting, crochet, and weaving supplies retail business. There are also classes and events hosted at the store.
In 2020 during the pandemic, knitting and such crafts grew in popularity, especially among younger people. Brands like We Are Knitters and Wool and the Gang carry kits and simple modern patterns that particularly appeal to young and beginner knitters as an alternative to fast fashion.
I received an email from the owner in March. She found me on Small Business BC by chance.
Challenge
The client sent me a document about the project at the inquiry. It had a story and many details. It showed the seriousness of the client.
About knitting and fiber crafts
Knitting and fiber crafts have regained popularity in the past 15 years. Ravelry, a community website, counts 9 million members. Lovecrafts, and most recently Ribblr offer the same concept: a space where members can connect, find information on techniques and yarn, buy and sell patterns, advertise businesses that revolve around knitting (hand dyers, yarn stores, pattern designers, magazines, technical editors, copy editors, translators, tools and accessories makers, event organizers).
Client’s concern
– Inactive on the website(did not update the website frequently)
– Offsite atmosphere(in-store experience)
– Previous customer experience(online shopper)
– Social media usage(consistency)
Client’s challenge
– Improve reputation
– Have it functional yet aesthetically pleasing
– Create enough emotion
– Communicate to consumers consistently
My job is that understand the client’s concern. Then, I provide a solution by design.
Research
When I start the design work, I always research first whatever the project is. The client usually sent me some references. Learning from clients is best. They know their business more than any others. I also search the industry and competitors myself. What I can find by Google search is important to think about the target audience. If I can find a business, the target audience can find it.
These below are the shortlists that I checked.
Website:
– Ravelry(Community website)
– We Are Knitters
– Ribblr
– Wool and the Gang
– Tolt Yarn and Wool
– The Knitting Loft
– The Fibre Nook
– SPINRITE YARNS
– Malabrigo
– Lion Brand Yarn
– Tahki Stacy Charles
– BLUE SKY FIBERS
– Valley Yarn
– Madelinetosh
– Sirdar
– Patons
– Knitting Fever
– PREMIER YARNS
– Cascade Yarns
IG
– @westknits
– @andrearangelknits
– @dreareneeknits
– @summer.lee.knits
– @p_o_p_k_n_i_t
– @honerocheir
– @virtual_yarns
– @yamagara
– @lainamouree
– @mauricette.c
– @blueskyfibers
Process
Characteristics/personality
– Meticulous
– Creative
– Consistent
– Thoughtful
– Care
Values/Differentiation
– Unique product choice/selection
– Wide range of price (middle to premium)
– Online & offline (brick & mortar)
– Everyone is welcome
– Respect nature/environment
Strength
– Products knowledge
– Products lineup
– Quick response/answer/shipping
– Community/belonging
– After-sales service
Target audience
– Female age late 20 – 40
– Stable job and income
– Couple/Family with pet
– Crafts lover
– Maintain physically/mentally
Decision
– Product which they look for
– Price
– Color
– Location
– Brand
User’s pain point
– Time
– Cost
– Initial difficulty
– Stereotypical image
– Worsen arthritis/sore thumb…
Based on the client’s budget and industry, I decided to work with an illustrator. I had a direction of illustration. I navigated what I look for to the illustrator. She understood it and quickly responded to it. The process is not so straightforward even I provide art direction, but I like to collaborate with creators. When they provide the work beyond my expectation, it’s the best moment during the process.
Website
Social Media
Result
Through the project, I could know the trend of the knitting industry. My traditional knitting image was gone away. It’s cool honestly. Still, a majority of the audience is women. However, I felt that if young men do knitting and share with it on IG or TikTok, they can be popular creators. The client has over 4000 followers on Instagram on August 8, 2021. I hope this branding project pushes the number of followers to over 10K. For that, I would like to contribute a social media marketing.
Case Study
Align with Client and Achieve a Goal
Let’s Work Together
Tell Me More About Your Project
Please feel free to get in touch anytime, whether for work inquiries or to just say hi, to info@openbookmarks.co. I am currently accepting a new project, and always excited to hear interesting proposals. Request a free estimate for your project. I’m ready!
