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“Within our LoveCrafts family, you’ll find everything you need for your knitting and crochet projects. It’s a place for makers to shop, share, dream.”
Love Knitting is a craft company on a commercial level. The company’s aim is to create a community base for like minded makers to share their work and inspire each other to ‘create in the moment’. Like Hobbycraft, Love Knitting have created a friendly and welcoming vibe to their aesthetic. The website is easy to navigate and is rich in information. Love Knitting founders; Edward, Cherry and Nigel formed the idea of ‘Love Knitting’ after understanding the need to have craft materials and the inspiration for the craft all in one place. After finding it hard for themselves to find both inspiration and the materials to help them create they decided to form an online home for like minded individuals to easily access all the resources they need to create. The idea of a community based on love and nurturing creatives is mirrored through their visuals which are crisp and make the craft look fun, thus, steering away from the dated ideals surround knitting being something your nan would do. The use of fun tutorials for website visitors to get their teeth stuck into is a great way to help their community to try out new techniques and feel apart of something whilst participating in their favourite pass-time.
“Crafting is so much more than making. It’s the connection between like-minded souls, it’s learning new skills and sharing your passion. It’s that fuzzy feeling from making something with your own hands. It’s pure joy. And it’s the reason LoveCrafts exists.”
They view craft as a way of life and a way to connect with others whilst taking pride in your work. They give creatives a home to bounce ideas off of one another. Within my visuals I will need to find a way to make knitting look fun and trendy to suit the 14-17 year-old demographic. Love Knitting seems to appeal to the 20-30 year-old demographic, however, the bright colours are something that I will be taking on through to my visuals. The website shown in figure and their Instagram account, shown in figure , are cohesive, oozing warmth and fun in a mature way. It seems they have created a ‘big kid’ aspect. Also, there website is home to creative’s stories about how the craft has helped them in their lives and why they believe the practise of craft is beneficial to an individual. By having an individual’s personal story available to people to read, shows honesty which is important to many especially the ‘new millennial’ as they are sceptical when being advertised to. They are more interested in the humanisation of a brand though transparency.
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