Positioning a leading national craft brand for the retail market

After years of selling to schools via mail order, CleverPatch sought to reposition itself in the competitive retail craft market.

Client: CleverPatch

The Challenge

Take a mail-order business selling directly to schools into homes Australia-wide.

The Outcome

Sustained online retail growth. Ultimately CleverPatch was acquired along with two other businesses for up to $150 million (The Australian).

The CleverPatch brand was synonymous with craft in schools and early childhood centres Australia-wide. We worked with CleverPatch to introduce a new direct to consumer offering. 

We reframed the essence of the CleverPatch business. The business was not about pipe-cleaners and beads, but the growth children experience creating with them.

CleverPatch Brand Book Elements

We reframed the essence of the CleverPatch business. The business was not about pipe-cleaners and beads, but the growth children experience creating with them.

Along with repositioning the brand, we implemented a comprehensive responsive eCommerce website designed for parents, teachers and carers. Features such as predictive search, online activity sheets, and smart filtering of products and ideas have underpinned a sustained uplift in eCommerce performance.

The CleverPatch website features around 5,000 products and 1,000 ready-to-make craft ideas.

CleverPatch Website

The CleverPatch website features around 5,000 products and 1,000 ready-to-make craft ideas.

CleverPatch Squishy Balloon Monsters

Our role in CleverPatch: strategy, branding, website UX.

cleverpatch.com.au
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