The Joy of Crafting

We were tasked to produce the first licensing brand book for 5-Minute Crafts. With a wide ranging audience of people of all ages, interests and abilities, 5-Minute Crafts
has over 77 million Youtube subscribers, 46.5 million Instagram followers and their Facebook page is in the top 10 of most followed pages.

Taking inspiration from their fun DIY videos and quirky universe, we created a core guide that reflects their personality whilst building brand awareness through the licensing strategy.

A positive and joyful set illustrations were created to express crafting activities and playfulness through a modular graphic system that can be mixed and adapted to suit different licensees, packaging, apparel and merchandising.