Magic Box Hobbies is a a brick-and-mortar hobby shop that offers a variety of model kits from Japan and North America, RC cars and planes, and modelling supplies. Located in the Kerrisdale area, the owner John Young and his family have been operating at the same location since 1996.
It is one of the best (and one of the last) hobby store in Vancouver. 4.7 stars out of 551 reviews on Google, and most of the customers commented on their wide product selection and store owners' expertise. I am a frequent there as well, and I think it is a hidden gem.
*Photo taken from their Facebook Page
They have no brand identity
These issues prevent Magic Box Hobbies from effectively attracting new clients and persuading customers to make in-store purchases instead of opting for online alternatives with slightly lower prices.
My goal is to position Magic Box Hobbies as a hobby store that caters to hobbyists of all levels, offering a diverse selection of model kits, RC cars, planes, and modeling supplies. Like a bee hive, the store provides a one-stop destination for every hob"bee"ist to find everything they need to fuel their passion and creativity. A shop that conveys a sense of meticulous, inclusive, and fulfilling to our clients.
What they needed was a consistent, cohesive brand identity that gave them a unique personality, providing something that customers could connect with.
The two target group would be hobby enthusiasts and parents & children. Hobby enthusiasts, especially the slightly matured ones, are willing to spend money on purchasing best quality or limited edition products. Parents want to foster strong family bonds and create cherished memories through shared hobbies and activities, and this type of hobby help children to get more hands-on experience with building the model.
I drew inspiration from the jet imagery featured in their current store banner, a symbol closely associated with the brand. Additionally, the store owner revealed in an interview with CBC that his first model kit was a Spitfire Jet, making this symbol a meaningful and fitting concept to explore.
The retro colour scheme had a warm and rich tone to express a sense of connection, history, and inspiration. The typefaces were chosen based on their geometric characteristics, which associate with individual model parts.
The brand should convey three keywords: Meticulous, Inclusive, and Fulfilling. The feeling that when one have finally discover a hidden treasure box after a long journey.
The primary logo consisted of the logo and wordmark. The idea was a jet flying out from the box towards the viewer. The primary logo is best suited for use with photos featuring simple background or solid colors, such as product images.
The secondary logo kept the essence of the hive shape and the initials. It is suitable for use with busier photos that contain multiple subjects, making it ideal for event photography.
One requirement is to create a marketing campaign with a call-to-action. In the case of Hobby Hive, the goal is to encourage customers to explore their new online store and make a purchase. The most direct approach is to offer a discount as part of the campaign to attract and engage customers.
Apart from the necessary stationary package and ads, we had to pick three custom designs vital for the business. I chose to design the storefront, paper bag, and in-store signage. I selected these elements because making small adjustments to them could significantly elevate the store's image and distinguish it from the conventional and outdated perception associated with traditional hobby stores.
I utilized more simple geometric shapes to experiment with less complicated patterns beyond the secondary logo. It made the subject pop out better and directed the viewer's attention from one side to another.
Stationary Package
The last requirement was to design a landing page that is responsive across all platforms, so I designed in web, tablet, and mobile format.
Similar CTA on the hero-section. The purpose of a landing page is to make the customer click as much or as fast as possible. In this case, it has the story of Hobby Hive, products, service, and business information. If the customer is curious on what the shop is about, they can read the information further by scrolling down. Each section has some sort of button to bring the user to the next step.
I skipped the process of going through a Lo-Fi wireframe and went straight into building the Hi-Fi wireframe because of time restrain. Instead of using Figma, I chose Adobe XD to compare its performance.
Based on feedback, the primary logo's text position appears slightly awkward. While I agree, I'm unsure about the necessary changes. It seems that aligning the text in a single horizontal line is the best adjustment, albeit extending the composition's length. Some have also suggested using only the logo (propeller) without any accompanying text.
I'm planning to improve the landing page further as it still feels too plain for my liking. The current design gives the impression that contents are floating due to the plain white background.
