DMC Group Launches New Concept Range for Needlecraft Business 'Mindful Making'

DMC Group is launching a new range of Mindful Making kits; the new concept and branding work represents the first project since the historic needlecraft brand appointed BMB to be its lead agency for executing its global strategy.

The range aims to introduce a new generation of novice crafters to the expertise and high quality of the DMC brand. Mindful Making kits focus on beautiful, achievable pieces that are easily accessible to those that want to soothe their minds from the stresses of a demanding home or work life. The tools, materials, and support are provided, meaning all you need to do is sit back, relax, and find your flow.

Justin Wraight, CEO at DMC Group, explains: “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.”

BMB developed the concept, branding, packaging design of the range, as well as the creation of a communications platform.

“The ‘Mindful Making’ range was prioritised for launch due to the increasing awareness around mental health and mindful practice over the past year, the meditative power of needlecraft is more relevant than ever.” adds Jason Cobbold, CEO at BMB. “During this time, the simple joys of ‘making’ in the home have become more and more relevant.”

The kits are designed to slow the mind and centre the spirit. They are focused on beautiful, achievable pieces with simple, joyfully repetitive designs and provide all the tools, materials, and support needed. The design palette includes natural, earthy colours in soothing shades and tones.

The range will run in the US, France, Spain, Germany and the UK, where products will be sold in craft stores alongside DMC’s own online presence. In total there are 30 unique projects spanning a number of needlecraft techniques including macramé, crochet, punch needle, embroidery and cross-stitch, enabling makers to stitch blankets, coasters, plant pots, cushions, scarves, hats, snoods and gloves. Warm lifestyle photography heroes the assets, while creative ideas focus on mindful messaging, following the soothing process of making through to the end product range. 

The media plan includes ecommerce and retail assets, and digital assets, across platforms such as Instagram, YouTube and Pinterest, alongside work with influencers and PR which will support the roll out of the range.

DMC Group has origins stretching back to 1746. It was acquired by Lion Capital in 2019 and BMB’s appointment signifies a new phase of investment in its highly respected brands.