RUCraft has announced that it is to rebrand as Stitch Craft Create to offer its customers an improved online craft experience. RUCraft was launched in 2008 and quickly established itself as one of the UK’s leading online craft stores, winning awards including Best Catalogue Refresh 2012 and was Highly Commended by Craft Business for its Direct To Consumer Online Store. Stitch Craft Create was initially launched in the USA in 2011 as a mixed craft magazine and soon expanded into the UK earlier this year as a free craft resource site offering free patterns, projects and recipes to crafter’s of all abilities.
The rebrand, to be rolled out January 2013, recognises the growing popularity of a modern creative lifestyle including projects in sewing, knitting, baking, sugarcrafting, paper crafts, jewellery making, floral arranging, homeopathy and many others. The merging of the two brands follows from the UK launch of the Stitch Craft Create website that links inspirational craft projects with a coordinating range of craft products.
Announcing the change, Brian O’Donnell, Head of eCommerce for F&W Media International Limited said it was now time to adopt a modern and consistent look across the content website and the eCommerce store selling craft products that appeal to the crafting population.
“Our customers know RUCraft as a reliable, trusted provider of quality craft products. Our content-rich website http://www.stitchcraftcreate.co.uk has the same dedication to the consumer as our eCommerce store, so we believe that merging the two brands under the Stitch Craft Create banner will better serve the crafting community.”
Annie Adams, Online Product Manger, said: “Bringing together our amazing craft resources, editorial content and inspirational projects under one brand, Stitch Craft Create just made sense. We, ourselves, are crafters and have such a love for the things we make as well as the process of making them. We wanted to host a community of crafters with fabulous content to support the ever growing creative lifestyle trend. We will of course retain RUCraft’s dedication to it’s customers and create and even bigger and better product choice within the online store.”
The new logo incorporates new bright and vibrant colours that represent the different categories of craft making for a more streamlined, easy-to-navigate online shopping experience.
Mr. O’Donnell said: “We wanted a new look that inspired our creative customers. We like to think that our new brand encapsulates that creative inspiration, as well as giving our community the dynamic sense of projects and products in this digital shopping age.”
Preview the new brand at http://www.stitchcraftcreate.co.uk.
- Annie Adams
annie.adams at fwmedia.com