BRIEF:
Client: GARNKROA AS
Business/Concept: They are one of the largest handcrafting companies in Norway, selling yarn, weaving threads, embroidery and specialize on the Norwegian national costume “Bunad”. They have a large competence within these fields of handicrafts and offer good help for customers directly in the shop for their specific needs. Their website is only for customers to see what services they offer and which producers they use. However they do not sell anything in an online shop, you have to physically go to the shop to buy their products or get help. They have a large focus on tradition and the value of meeting customers face to face as handcrafts from this shop are usually made/sold for specific and personal needs/occasions.
Profile: Traditional, heritage, quality products, service, experience, knowledge, helpful.
CREATIVE PROCESS:
INSIGHTS:
- Most are female customers.
- They are interested in knitting.
- Want to follow up on family traditions with bunad.
- Stable income, yarn, materials and bunad is expensive.
- Trends, fashion, uniqueness.
- Belong to a group of “people who knit”.
- Feeling of creativity and mastering projects and patterns.
ACTIONS:
- Find information about what products they have.
- Find information about what services they offer.
- Find information about contact, how they wish to be contacted.
- Find information about suppliers and products from the specific suppliers.
BRAND DRIVERS:
- Quality and expertise.
- Neat and uncluttered, organized.
- Interesting, trendy and modern.
- Simple and intuitive
- Helpful and reliable.
- Supporting and guiding.
- Service oriented and follow up projects.