used to sell cheese.
And somewhere along the way, the cloth it was sold in became more important than the cheese itself. And thus, an iconic fabric and craft store was born.
Over the years, JOANN stores have lost their status as an inspiring fabric destination. And with Michael’s, Hobby Lobby, and Amazon encroaching, the need to reinvent was real.
We needed a brand strategy reflective of a company with creativity and passion in its DNA.
And then, we wanted to execute that strategy in a retail experience worthy of the makers and crafters that look to us as a partner in their creative process.
We wanted the in-store experience to add value for the consumer, and grow the customer base demographically.
A manifesto, in brief.
It is never just a project. It's a passion.
It is more than a dress, it’s more than a quilt, and it’s much, much more than a throw pillow. These crafts are made by hand, they are an expression of creativity and love, and are the result of time spent toiling in the name of love.
At JOANN, we are uniquely positioned to foster a passion for handmade.
The Pillars Of Our Innovation Strategy
The JOANN concept launches in her home state of Ohio, one of the brand's highest-performing regions in the country. From there, the rollout travels across the country to those suburban spaces promising high growth potential.
We thought there was no better way to marry the brand's handmade tradition to an attention-grabbing stunt than with large scale yarn bombing. The concept allows JOANN to surprise and delight the communities where our retail concept will launch, building brand affinity and reminding locals of the limitless possibilities to create with JOANN crafts and fabrics.
Clay Notestine (CW), Brittani Kelzenberg (AD), Berfin Ayhan (XD), Blake Smoral (ST), Sara Singh & Alyssa Fea (CBM)