Creating a new retail concept designed around community, accessibility and a more social experience of knitting.
Category:
Brand Strategy, Identity & Retail Experience
Client:
Tønsberg, Norway
Duration:
4 months
Location:
Tønsberg, Norway
Garnsprell wanted to be more than a traditional yarn store. The ambition was to create a welcoming destination where different generations and levels of experience could meet, learn and spend time together.
The challenge was to build a clear position around that idea and translate it into a brand that felt contemporary, inclusive and recognisable without losing the warmth associated with the craft.
I developed the strategic direction around community and belonging, shaping the brand as a social destination rather than a purely transactional retail experience.
This informed the positioning, visual identity, tone and customer experience, as well as the role of the physical environment. Events, informal gatherings and spaces to stay and connect became part of the wider brand concept.
The identity and retail experience were developed as one system, helping the strategic idea remain consistent from communication to the physical store.
Garnsprell launched with a distinct position and coherent brand experience built around participation, creativity and community.
The concept gave the business a clear foundation for how the store, communication and future activities could work together rather than being developed as separate touchpoints.
The opportunity was not simply to create a yarn store, but a place people would want to return to.
