DMC Group launches new concept range for needlecraft business

DMC Group, maker of the world’s most popular embroidery thread, worked with branding agency BMB to develop the concept, branding, packaging design of a new range of ‘Mindful Making’ kits.

The range aims to introduce a new generation of novice crafters to the expertise of the DMC brand. ‘Mindful Making’ kits focus on achievable pieces that are easily accessible to those that want to soothe their minds from the stresses of a demanding home or work life.

“In a pressurised world, which demands increasing commitment to self-care, traditional needlecraft serves very modern psychological needs. The range was designed with this in mind; its purpose being to slow the mind - encouraging people to swap their screens for some soul soothing stitching,” says Justin Wraight, CEO at DMC Group.

The Mindful Making logo aimed to be simple, light and uncomplicated to be inviting to all levels of crafters. BMB used the Minerva font paired with one of DMC's existing fonts, Adobe Caslon Pro, for a connection with the main brand.

The colour palette was influenced by nature's different facets, with earthy colours in soothing shades and tones. The ‘smoky green’ was used to reflect the haze of light coming through plants, while the ‘lazy yellow’ represents the colour of light coming through a windowsill.

The repetitive patterns, similar to those present in the DMC archive, inspired BMB to use the natural pattern of a thread as a design feature on the packaging. The cardboard and satin finish labels were chosen to create a tactical experience, mean to be the start of the ‘being in the moment’ process. The language on-pack also takes cues from the mindfulness sector, with the aim of being simple, reflective and slow.