Through packaging and promotion and branding and identity, encourage knitting as a productive hobby in the student environment. Targeting at women in particular create a concept that will change the way they perceive the craft and open up a evolving brand.
Knitting is a intricate craft that is not promoted in a student environment. Their are a lot of stereotypes attached to the craft, the younger generation see it as a dated hobby and therefore not appealing to do themselves. This perspective it want is trying to be changed. Knitting has many unique and useful elements and these need to be addressed.
Need to consider how to make the hobby appealing to this audience and the how it will be packaged. Need to consider what kind of products students want to knit and why it will be useful to them. Take into account the colour scheme, logo and overall aesthetics.
Women students who want a creative outlet and eager to learn a new craft. Students at university wanting to invest time into a craft and save money buying knitted products. The key is to promote the knitting as something productive and time worthy.
Want to encourage the hobby in a educational and creative way. The end results need to inform the skills needed in a simple and fun direction. The aesthetics will communicate this tone of voice.
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