5 Branding Strategies To Do Before Opening Your Business

From finalising your corporate structure to drafting a financial plan, an entrepreneur’s list is never-ending when trying to get a new venture off the ground. While most business owners focus on the basics like funding and finding ideal customers, very few dive into branding before opening day.

Developing the right brand strategy can be one of the most effective ways to find and connect with your ideal target market; however, few companies consider their public persona before business launch. In fact, a global brandshare study found that 87% of consumers expect their favourites brands to provide meaningful interaction. Ironically, the same study found that only 17% believe a brand can do so.

Furthermore, today’s consumers rely on brand recall to cut through the countless product options to find a product that meets their needs. A strong market position is one of the keys to standing out among the competition, further underscoring the need for an effective brand strategy..

Finally, the brands that are attracting and retaining their ideal targets are those who can give back to the clients. From the first users who test-run your products to those who influence additional buyers, finding users to advocate on your behalf is an excellent strategy.

All things considered, how can any one brand manage these increasingly high expectations? By working with the right designer who can identify and translate your needs.

The right design agency can help develop a brand strategy created specifically to achieve your business goals and determine how to best connect with your ideal target market.

Accordingly, we have listed just a few steps you can take right now to help strengthen your market position before business launch. Building your brand awareness can ensure your products are consumer’s first choices on the market and help your business succeed.

Branding: 5 Things To Do Before Opening Day

  1. Pre-Build Your Audience

Build your consumer base even before you have a product to offer. By connecting with your market and keeping them up to date on product releases, you can attract would-be clients and start building a brand name for your business.
One great way to do this is to create a ‘Coming Soon’ page for your online platforms. These landing pages inform consumers that a fully developed platform will be coming soon and act as an email capture. Email captures are a great way to collect addresses of interested parties who can be contacted when the inevitable product launch arrives.

  1. Get Your Collateral Right

Marketing materials designed with your market’s ‘ideal lifestyle’ in mind can help customers envision their life using your soon-to-be products. From website design to tangible take-aways, identifying and communicating your company’s values can help create a sustained connection. Communicate your brand clearly and unilaterally across each marketing platform to ensure this connection can be built.

  1.  Line Up Your Exposure

Every business owner wants their ideal customer market to start flooding in as soon as the store door opens. While many marketing tactics can ‘create hype’, strategic social media use can help position your brand directly in front of your ideal market and build a platform for your new voice to be heard.

Build a large and dedicated Instagram following on which you can invite key clients to test out your product before it is available for sale. Work with a PR agency and schedule media exposure to ensure your products and services are celebrated even before your launch date. Pursue some form of exposure to ‘create buzz’ for your brand that best reaches your market from press releases to competitions. Identify which public platforms best suit your target as each medium offers different benefits for your brand and clientele.

  1.  Collect Feedback and Implement Changes

Testing your product before selling to the masses allows for feedback and product improvement. Although this could result in further development, gaining insight from users will ensure your product meets their needs right away. This can minimize their need for any other product solution, ensuring that you have effectively limited product competition.

ballettonet-collateral-by creative agency Melbourne Symphonic

  1. Reward the Fans Who Waited

Remember those dedicated customers who caught on to your brand, trialled your product, and spoke out on your behalf? Reward them. Products giveaway, discount codes, or throwing an exclusive party for those who advocated on your behalf goes a long way. These product testers often have a high level of influence among their own social media following and can help make, or break, your reputation.

Furthermore, to connect with these users even further, build an online community using hashtags. Those who understand and support your brand can use these catch phrases to connect with other dedicated users.

Every great brand starts with a strong identity. Deciding what that identity is and how to best communicate it requires an understanding of your values and knowing what aesthetics will represent them. Looking to develop a branding strategy or hoping to rebrand an existing one? Fill out the contact form below to discuss how we can work together and find your business’ personality today.

Best in Packaging Design: Aussie Skincare Brands created by Melbourne Agencies

As a consequence of countless companies pursuing new marketing techniques, old school advertising seems to be going by the wayside. However, Bain & Company recently found that these new trends don’t always result in one of the most important marketing measures – packaging design recall.

Brand recall indicates how easily a consumer sorts through product choices and remembers a specific brand.  Also known as brand recognition, this measure reminds marketers that shoppers only recall a limited number brands at any given time – increasing the need for your product to be one of the first brand solutions that comes to purchasers’ mind.

All things considered, it is proven that digital media can effectively reach a wide target market at a very low cost. However, studies show that using both new and old tactics will better position brands at the front of their retail shelves. With the national cosmetic industry worth $4 billion, how have some of Australia’s most highly recognized skincare brands ensured their products are recalled first? With the help of one simple technique: packaging design.

The strategy behind packaging design for skincare products must consider both the end user’s functional needs and aesthetic wants. As a result, cosmetic companies are no longer only focusing on the ingredients that go inside the bottle. They also consider the strategic effect of their products’ packaging design.

This is where finding the right creative agency comes in. Some of Australia’s most successful skincare companies have teamed up with Melbourne’s best creative agencies to create a physical representation of their consumer’s most valued needs. For over 9 years, Symphonic Pixels has been working closely with skincare brands from Australia to South Korea to develop packaging that incorporates both corporate and client values in a design that will support brand recognition.

For these reasons, we sought out the Top 5 Australian Skincare Brands whose packaging design suits their target market’s aesthetic values as much as their cosmetic needs. With brand packaging created by local designers, these skincare companies have developed highly recognized products that are beautiful inside and out.

Read More: 10 Best Australian eCommerce Stores

Aesop 

Values: Skin in motion (suiting different skin needs based off environmental factors, age, and travel); function; sensory pleasure.

How they do it: Aesop strategy strives for ‘functional and sensory based design’ in every package, store location, and product ingredient they use.

Go-To Skincare 

Values: Cruelty-free (absolutely no animal testing), natural skin care (many of the Go-To products are vegan friendly).

How they do it: Personable, accessible, and affordable, Go-To skincare’s packaging is colourful – just like the content in their marketing campaigns.

Kevin Murphy 

Values: Performance, strength, and longevity; sourcing ingredients derived from micro cultivation, organic growing practices, or ecologically sound wild harvesting techniques; high quality natural hair care.

How they do it: With geometric shapes and user friendly design, Kevin Murphy hair care products are housed in containers built for function and longevity – right in line with their product offering.

Frank Body – Brand Design: Love + Money Agency

Values: Australian made and owned; non-toxic skincare derived from natural and naturally derived ingredients, cruelty-free.

How they do it: With a tongue in cheek marketing campaign, Frank products are housed in bathroom-and-shower friendly packages – so the products can be used just where Frank intended.

Image & Brand design: Love+Money Agency

 

Ena

Values: Skincare products made with plant based ingredients and pure essential oils; made in Australia; as close to nature as possible.

How they do it: Delivering a luxurious skincare range without chemicals and synthetic fragrances, Ena’s online presence and packaging design are minimalistic – just like their products.

Image & design: Ortolan

Packaging Design

Have you been considering rebranding to ensure your products are the first choice that come to your ideal target markets’ minds? Perhaps you’re running a startup looking to attract and convert your ideal customers? From brand awareness to packaging design, the right agency can accordingly identify your product’s values and create a packaging design to house them.

If you’re ready to redesign your product packaging, detail your projects thoughts and ideas on this Google Form. As a result, we can provide you with an obligation free quote about the services we provide that can help your company and your brand. We look forward to hearing from you!

[maxbutton id=”5″]

Follow the Leader: Melbourne’s Best eCommerce Design

eCommerce market trends in 2017 are driving as quickly forward as the sales they produce. In 2013, eMarketer projected that by the end of 2017 Australia’s eCommerce sales would be an estimated AU $32.6 billion – representing a 21.6% growth in the past four years. With more retailers moving their sales platforms online, the average online Australian shopper is now expected to spend US $4,500 – a significant purchase from any one client.

How brands choose to go about reaching their ideal target market is an act of creativity completely at the hands of the maker. However, there are specific eCommerce design trends all businesses trading in 2017 should look for when both designing and managing successful online platforms, such as;

  • Responsive eCommerce Design

    Modern day consumers both expect and require the option for multiple platform use. This could include accessing their favourite sites from mobiles, tablets, and laptops – all of which should be able to accommodate a retailer’s content and simplified point of purchase system.

  • Quality Photography & Clean UI (User Interface)

    The modern consumer is predominantly visual – they both identify (or not!) with the idealistic lifestyle a brand is promoting and (unfortunately) will survey the usability and aesthetic of your web page to determine the feasibility of finding a solution to their problem within 59 seconds. Cluttered content and misleading taglines? They’re gone.

  • Seamless Checkout Process

    Excellent user experience is a must. Searching and purchasing systems must be streamlined and simple – these results in success rate of converting a browser to a consumer. Does it take too long for a product to load into the purchaser’s cart? Gone again.

  • Appropriate Product Display

    The consumers of 2017 are highly distracted. It’s not our fault – one marketing research firm estimated that we are inundated with up to 5000 messages per day. The best strategy for cutting through the clutter? Keep it simple. For customers to recognise that your product or service will be the solution to their problem, they need to know exactly what you offer, immediately. Cut away the superfluous text and misleading imagery to streamline your platforms to represent exactly the solution you offer.

Looking for inspiration from online retailers who have mastered the art of attracting (and keeping!) their ideal clients? We ran the search for you and selected who we believe are running Melbourne’s best eCommerce websites (owned and operated by locals, and designed by Melbourne agencies.)

Mi Goals

(Goal Progress Diaries & Books)

www.migoals.com

Designed by: Flux Agency

Key Features: With clean and simple photos of each aspect of their products (including weekly and monthly schedules, budget trackers, and to do lists) Mi Goals imagery highlights exactly the product features their consumers are looking for. Social media posts include motivational quotes and tips for their consumers to ‘plan’ their most productive day. (Hint, hint.)

Arro Home

(Homewares, Decor & Soft Furnishings)

www.arrohome.com

Key Features: Organized by product category, and then by style and colour, Arro Home makes accessing and browsing their website (which includes hundreds of product images) incredibly easy – allowing users to find exactly what they’re looking for and make that purchase. 

Elk Accessories

(Australian Designed Fashion Clothing & Accessories)

www.elkaccessories.com/au

Designed by: Soul + Wolf

Key Features: Elk’s website keeps it modern and simple – much like their product line. Users are invited to search for stockists, buy Gift Vouchers, and Login to their purchasing accounts directly from the site’s landing page. Your Shopping Cart quantity is tracked and purchase total tallied.

Simple Form

(Scandinavian & Japanese Homewares + Art) www.simpleform.com.au

Designed by: Elk Fox

Key Features: Representative of their name, Simple Form’s eCommerce design is clean, clear, and uncluttered. As an art retailer, SF often posts a photo of a photo – a tactic that shows clients how to style their spaces using SF products therefore, their web page is an extension of the same.

Design Stuff

(Designer & Contemporary Homewares) www.designstuff.com.au

Designed by: Friend of Mine

Key Features: Jumping on the bandwagon of the newly popular ‘ZipPay’, Design Stuff clearly and simply directs customers to Sign In to their purchasing accounts, search for specific products, and keep track of items added to their carts. ZipPay, a simple and secure way for shoppers to buy now and pay later, is highlighted as a key feature to help convert Design Stuff’s potential online buyers.

These Little Treasures

(Handcrafted Dolls) www.theselittletreasures.com

Designed by: Symphonic Pixels

Key Features: Immediately displaying their handcrafted product selection, the These Little Treasures online store is designed to accommodate buyers from desktops, mobiles, and tablet devices. Design features not only include products for purchase, shopper payment methods, but the story behind the brand (an important feature for developing a lifestyle connection with your consumer), and a rewards program – a ‘free’ bonus available for would-be buyers.

Aussielent

(Meal Replacements and Wellbeing) www.aussielent.com.au

Designed by: Symphonic Pixels

Key Features: Targeting the health conscious, working professional, Aussielent beats buyers to see themselves as part of the brand by opening their web page with an image of their ideal consumer. The business is targeting time-poor professional male customers who have limited time to cook healthy for themselves. As a result, Aussielent preemptively ‘imagines’ a consumer’s ideal lifestyle with the consumption of their products.

Have you been considering rebranding your product or service to take advantage of these eCommerce design trends? Or perhaps you’re running a startup looking to attract and convert your ideal customers? From brand to website design, the right agency can help you identify your best potential clients and develop the words and images that will entice them.

Ready to build your perfect eCommerce platform? Detail your projects thoughts and ideas on this Google Form and we can provide you with an obligation free quote about the services we can offer tailored for your company and your brand. We look forward to hearing from you!

[maxbutton name=”Google Form”]

Aussie Soylent – Working on a new eCommerce design.

Aussielent was created by a husband and wife team Kieran and Paul Carpenter. As a former engineer, Paul developed an all-in-one super meal that has the perfect nutrition of everything that a person needs. The meal contains 26 essential vitamins and minerals, rich protein – perfect for time poor people who are looking for meal replacements.

Previously, Aussielent had a DIY WordPress site with a Woo-commerce plugin. The site needed regular maintenance with over 60+ plugins and constant software updates. Unfortunately, the client wasn’t aware the details of their customer buying trends and other statistics of the online sales. Since the client recently refreshed their brand design, they have decided to take a leap on their eCommerce design. Symphonic proposed a new eCommerce UX and UI solution, which can enhance the customers buying experience.

 

As a result, we migrated the WordPress site over to Shopify with a custom design front-end to match their new branding. This saves time, instead of dealing with technical website issues but allowing for more investment in their online store sales and insights. We also made sure the custom design works seamlessly on mobile and any other devices. The client now has deeper understanding in their sales trends, customers and website behaviors.

Looking to re-design or migrate your eCommerce store?

Get in touch to discuss your project.

eCommerce Success: These Little Treasures

[et_pb_section bb_built=”1″][et_pb_row][et_pb_column type=”4_4″][et_pb_text]

Melbourne based design agency Symphonic shares on how to design a successful eCommerce store with Dainy Sawatzky, These Little Treasures.

Australian gift and homeware sector is a $6.6 billion dollar market. Consumers constantly seek for quality, niche and unique products year by year.

It’s been about a year since Dainy Sawatzky, creator and designer of These Little Treasures, came to us to for a brand design and an online store. She makes one of a kind cloth dolls that you can customise to look just like you. The details and craftsmanship of these products are incredible, and we knew the brand would be positioned as a high-end product in the market.

First of all, we moved the client’s initial shop from Etsy to a new platform, Big Commerce, with a design and strategy to connect stories and Dainy’s products. We made sure the beautiful photography stands out and soft colour scheme carries the voice of the bespoken brand. 

We were thrilled to witness this hobby turned business grow from a few hundred dollars a month to six figure profit within 12 months. The business has moved out of a home studio into a larger production studio. 

Here is what Dainy has to say.

Q. How did These Little Treasures and the online store change your life?

Well, now I have a lot less sleep! but it so rewarding and satisfying doing something I love, which also (now) brings in income. As I live in regional Victoria, there are few job opportunities for a person with my qualifications as a designer/maker, so creating my own business, where I can make my own product, work from home, and sell around the world, really has been liberating.

Q. What do you think was the key to your growth?

Lots of long hours and hard work, but with the thought of ‘how can I improve this, or how can I scale this’ always in my head. I believe you have to do all the tasks you can do yourself, until you know all there is to know about it – then when you grow, delegate. On the flip side, don’t do the things you are bad at!

When I started, I was trying to save every penny and thought I’d build my own website. The best thing anyone said when I told them I was doing it myself, was “Are you a website developer?” I said ‘No’ they said, “Then why are you doing it?” Point taken. My website would be my only portal for sales, so it was way too important to get it wrong.

Another thing I constantly think about is what I can offer over my competition. I find Instagram the best tool to use to be able keep an eye on, not only what your competitors are doing, but also what the public responds positively to, then use this information and understand what makes your product distinct and stick to it.

Q. What is the most important thing to have on your website design?

The most important things on my website design are imagery that tells the story beautifully and emotionally, easy navigation, and great customer service.

Q. Where do you want to take These Little Treasures in the next three years?

In 3 years, I would like TLT to be a well-known brand, particularly with my new range of ‘Wish Pixies’ that I will be launching this year. This range has scope to be produced on a larger scale, be sold to other stores, and to incorporate other types of merchandise, such as books and charms. I see this as the ‘scalable’ part of the collection and intend to use this to break into a more ‘commercial’ end of the marketplace.

Q. Advice to small business owners, who sell craft products.

Don’t worry about making money in the beginning. Anyone I spoke to about my idea was all about ‘what does it cost, what’s your profit, how many hours does that take you….’ Literally, I was probably making less money than an intern at McDonalds for a good 6 months! But I felt strongly that I would work out how to make money from it as I went along, but I also had determination to make it work. So, I guess passion plus determination is a good start to success. After that, it’s just about keeping on, learning, adjusting, and repeating until you feel you are getting there.

——

website-design-by-Melbourne-designer-Symphonic-pixels

Many other factors made this a great little success story, but we thought the key is to be consistent in her high-quality products and consistent in Social media. It was inspiring to see the passion paid off with a big reward. It’s been 48 hours since we’ve relaunched the website, and the Cart page is looking very busy. 

To grow your online store and improve your web design, email us your store URL to info@symphonicpixels.com for a quick, free analysis. 

Website Design Branding Agency Melbourne Online Store Design

[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section]

How We Position Ourselves as a Branding Agency in Melbourne

Melbourne is a crowded market for design, branding agency and it’s certainly very different from Sydney. Melbourne, more than any other city in Australia, takes branding design very seriously. The businesses that take the time to get it right have an immediate impact in the marketplace, especially in the retail and hospitality industries. Much of this is due to the competitive nature of the city. Your brand must stand out and be clear in order to grow and be ahead of your competition.

“We love connecting people through brands.”

As a branding agency, Symphonic Pixels loves to connect and work with inspiring business owners and CEOs. Through this connection, we get to not only create incredible brand strategy for businesses we believe in but we also get to watch them grow. The result of this work is connecting people through brands, which is very much part of our mission statement.

“A brand has your stories, beliefs, and goals.”

All business have their own stories to tell, values they believe in, and goals to achieve. A strong brand is one that communicates with its audience. Apple wants us to know they think differently and are the head of innovation. Nike wants you to live strong and although their logo does not communicate that message, their visuals, products, and customer service speaks to their brand.

When a group of health conscience gym enthusiasts approached us to design a new health conscious cafe in Perth, they had a strong, clear vision of a hip cafe with specialty coffee. We came up with the name Duotone as in Duo (two) Tone (strength and firmness) and told their stories through their product, space design, and packaging. We then explored two-tone colours (hence it’s Duotone) throughout their products and packaging. As a result, their brand had immediate recognition and identity. The cafe wasn’t just your regular cafe but rather one that conveyed a clear message through its branding and design. This made Duotone stand out in an already over-crowded marketplace.

From years of experience launching and working with over 20 brands, we have an incredible understanding of what it takes to develop your brand from the ground up and how to ensure it continues to grow. Our methods for launch, growth, and digital strategy are done at the highest level to ensure that we can help increase our clients’ revenues while building more fans.

“We make beautiful identities for high-end clients.”

We work for small businesses to medium size businesses and companies that value our high quality branding in a crowded and competitive marketplace. Our studio creates holistic branding and give clear identities for clients with strategic designs. It’s what we love to do, what we’re good at, and how we position ourselves as a branding agency in Melbourne.

Read more about why hospitality owners need better websites.

Six things restaurateurs should consider when designing a website

The hospitality industry is by far one of the the largest industries here in Australia, especially with a $12 billion market. Hundreds of new restaurants open every month in the greater Melbourne area alone.

Based on my own experience, I must say, online presence plays a big part in increasing the revenue of the hospitality industry.

Around 43% of customers check websites and read online reviews of your business before they decide to pay you a visit.

Therefore, whether you have a small business, multi-store outlets or a commercial dining room, you should consider a few things that will provide a positive customer experience.

 

Get the basics right

 

A big part of the reason why people visit websites is to seek information customer need. Phone numbers, opening hours, address, menus, and photos of your food. The phone number should be prominent and visible at all times. Make the number clickable for mobile visitors to easily call for reservations or enquirers.

 

Bonus tip: I highly recommend displaying your menu as text, not as a PDF. This works better for the SEO (Search Engine Optimisation)

 

There are also various digital applications you can use for better customer engagement:

-Dimmi is one of these apps and it seems to be widely used by a broad number of our customers;

-Skip, Uber Eats and Deliveroo are great any outlets.

-Social media plays a big part of your business, so be sure to include all your social media links on your sites.

 Screen Shot 2016-07-13 at 4.16.41 PM

Share your stories.

 

Write about your chef, food/product philosophy, top quality ingredients, farmer’s stories and more. It adds values that you as a business owner believe in.

People love to hear your stories and to learn from the people behind the business. It is a good practice not only for building your customer relationship, but it also brings you some well-deserved media attention.

 Screen Shot 2016-07-13 at 4.20.15 PM

Invest in quality design

 

The beautiful interior design of your place and the quality of the food you serve should also be displayed on your website. Business owners often forget the necessity of a well-designed and simple website, but as potential customers check you out on your website it makes a strong impression before they walk through your door.

No matter how beautiful your restaurant is, poorly designed websites can affect tech savvy customers’ decisions. Showcase a strong, consistent branding throughout your website and “wow!” your customers.
Screen Shot 2016-07-13 at 4.31.46 PM

Invest in beautiful photos and videos

 

Getting professional photos and videos of your sizzling plates and mouth-watering desserts is important. Quality imagery and footage make your audience crave your products. We recommend all our clients to add professionally shot photos and videos of their kitchen – putting the dishes, roasting coffee beans, making a perfect Latte, and the lively atmosphere of the space. These will result in users to not only feel the taste but feel the smell of the offerings.

 Screen Shot 2016-07-13 at 4.19.18 PM

Use your website to bring them back

 

Send online newsletters. Offer  promotional codes for repeat purchases. Give extra value and reward royal customers. Every component plays a big deal in your business.

People want to stay on top of food trends, indulge in new delicious products on a regular basis. How can you easily deliver this to your customers?

It comes down to number of ways to promote your business by making use of events like seasonal events, as well as different themed functions. For example, you can create specials for birthday, Valentine’s day or Mother’s day. You can find some great platforms online to reach your audience for these special occasions.

health-synergy-1

Go the extra mile. Have your own mobile app

 

Think about the customer experience as you’d like to experience as you walk into a store:

The customer walks into your store without having to wait, sits at a table and be able to order all the food from a couple of clicks. You can integrate technologies between a phone, kitchen and even accept payment online.

Sound more like a scene from a futuristic movie doesn’t it? This is actually what a lot of restaurants in the US are starting to implement. Food businesses now have their own apps especially for local restaurants to use apps to promote their daily specials, happy hour deals and promotions.

Technology and hospitality can go hand in hand. Previously, we’ve witnessed a huge amount of savings in admin and staffing with marketing automation. Making your own hospitality app is not as scary as it sounds.

Symphonic has the creativity and experience to redesign existing websites that convert your site traffic into offline sales. Talk to one of our strategists and designers about the project.

Case Study: T2

20 years ago, Maryanne Shearer had an a tasked herself with the impossible: to convert the acclaimed coffee drinkers of Melbourne to the exotic and enchanting world of tea.

T2-case-study-7

With years of expertise in product development and visual merchandising from a career in the fashion, interiors and retail behind her, as well as being an avid tea drinker herself, Maryanne saw she could use her expertise to reinvent tea with a modern edge. In the winter of 1996 she opened the first T2 store in Brunswick Street, Fitzroy.

Alongside her business partner Jan O’Connor, the two of them started off planning to open a homewares store, but quickly became disheartened as they realised bigger chains such as Country Road had similar ideas. Over a cup of tea, they stumbled across something that hadn’t been done before, a premium tea retailer. In no time they had a name, business partners and a shop front in a great location. Maryanne’s creativity played a huge part in the look and feel of T2, she wanted the shop to give customers an immersive sensory experience, where they could see, taste, smell and feel the enchantment and magic of tea.

 

Market:

Tea is the second most popular beverage in Australia after water, but sales of black tea have been on the decline over the last 30 years.
In recent years the downward trend has reversed, with sales and volumes buoyed by demand for speciality, organic, green and herbal teas, which have become popular with a younger demographic.

 

Loose Black Tea – 100g

T2-case-study-10

Tea VS Coffee – Google Trends

T2-case-study-11

Branding:

From it’s humble beginnings, T2 encapsulated the idea of discovery and enchantment with it’s bold use of colour, from the array of packages, cups and saucers inside to the iconic orange sign outside.
With it’s explosion in popularity, the brand has been taken to new levels through interesting concept stores such as the recently opened T2B in Sydney.

T2-case-study-9

Developed in collaboration with Landini Associates, the business of T2B is the sale of tea to take away or drink at the bar, rather than to brew at home. The store takes the values of the brand to new heights, toughening it up where the trademark orange is offset by a simple palette and raw aesthetic; black walls, oxidised steel shelving, an angled mirror ceiling and a huge concrete counter. The shop showcases the brewing of tea in a theatrical way, a science lab of beakers, pipes and tubes entice customers into the process, as well as to design their own blends.

T2-case-study-1

As you enter a T2 store, the first thing that hits you is the library of colour cascading the walls. The packaging has been used as an integral part of the interior of each store.
The bold T2 logo on the front of each box is a point of consistency, this allows for a huge range of colours and patterns on the boxes, as well as seasonal themes which include unique ceramic pots, cups and saucers.

 

Marketing:

T2 has a very active social media presence, their Instagram feed is a collection of quirky insights, mini campaigns and shots that align the product with high end fashion accessories.

T2-case-study-8

Outside of social media, they partner up regularly on new media such as Broadsheet, recently featuring in the 2014 Chai Championship, where a bunch of their employees competed.

T2-case-study-2

Future:

T2 currently employs over 700 staff in 50 stores Australia wide. This along with it’s expansion overseas has caught the attention of one consumer products giant, and T2 was recently bought by Unilever for an undisclosed sum. Unilever, who also own Lipton and Bushells, plan to expand the premium tea category and continue the push into new markets. Maryanne will continue on as the managing director to ensure T2’s unique culture and aesthetic remain.

Credits:
Images: Landini Associates & Broadsheet
Data: Google Trends

How design affects your high-end online store conversion rate.

Good Ecommerce design affects your conversion rate and encourage more browser activity, often leading to increased sales. Displaying logos, incorporating brand colour, font and iconic images of your product, can hugely impact the customer’s decision making process when buying. Well-designed sites emotionally engage with, and form trust between the consumer and brand through imaging. When customers trust your brand and share positive experiences, it promotes further activity and purchases. Here are some tips that all E-Commerce sites should follow, especially if you’re in the luxury category.

Brand your site.

Your brand identity is a vital part of any business, especially in high end online stores. No matter how good your products are, if your brand doesn’t communicate the same quality as your products, customers will feel misled and experience false impressions. If you have attractive branding then you immediately begin drawing in more customers. The most important area is ‘consistency’. It is worth noting that a brand agency (like us) is able to create overall holistic branding that defines your look, feel and voice. This is done not only through logo design but also colouring, types, stationary, packaging etc. Your brand mark should be displayed consistently and correctly from website headers to social media profile pictures and your aim is to get people to become more and more familiar with the brand’s identity. Try to do this without the addition of your brand name yet maintain the voice and legacy of the brand through imaging/ brand mark. Your brand identity and exposure will build up over time, it won’t happen overnight!

screenshot-BO

Use emotional images on your home page

A home page is a virtual introduction to a store – like walking inside for the first time. You want to make a good impression and be clear on what you’re selling, streamline the shopping experience, communicate special offers and keep the site easy to navigate (particularly towards the checkout). Customers make a decision whether they want to shop or not within 5 seconds of viewing your home page (if you didn’t know already). How do you want them to feel about your shop? What sort of messages do you want to send across? Beautifully shot professional photos are important to use as a tool to visually engage with and connect with consumers. We have worked with various fashion labels season to season, to create their collections and products in the most effective way possible. A great example is the design of an iconic header, logo, striking photos and clear contact information. If you have a carousel, use this real estate wisely. This is not a pretty image gallery. Have compelling messages with each including a clear ‘call to action’ towards your special offers, new collections, or featured products.

screenshot-tiffany

We love how Tiffany always show captivating images that anyone can relate to and find beautiful.

Invest in the product page.

A product page is the most important part of a website, responsible for highlighting and showcasing what is available. We design our client’s sites to sell products by utilising attractive product titles, descriptions and beautifully photographed images.

– The product title should be concise, descriptive and contain up to 70 characters. An example of a product title for a jewellery designer, could simply be ‘gold ring’, but be more engaging and thorough, write ‘Vintage 18K Gold Filled Knuckle Dainty Rings Set of 3′. This caption gives your product instant advantages in web searches – the description will be highly targeted and increase conversion rates.

– You want people to see large, attractive product images first. If you’re taking product photographs, make sure you use consistent backgrounds and lighting for a sharp clean, clear professional look. If you’re selling high-end products invest in professional or high-standard photographs, styling and art direction for your products and campaign images.

– Product description is the money maker. Be descriptive with materials and process size. The more you write the more you will benefit your SEO. Mention where the product come from, what is it made of, how it feels, how it ages, why it is durable etc. Don’t duplicate your description on all of your products. Include your own spin, be keyword savvy, interesting and descriptive. If the photos are attractive, readers will be drawn in.

screenshot-Fendi

screenshot-luxury

Don’t neglect technology.

There are other technical changes you can make to increase that extra conversion rate. If your store isn’t mobile responsive, you are out of the game. It is so critical, especially because of the changes Google made back in April 2015. More than 40% of people shop online from their mobiles and tablets in Australia. Trust seals and credit card details on the footer also increase conversion by 30%. Your contact number and social media should display at all times either on your header or footer. It is important to consider every user and captivate their shopping experience from all different perspectives.

Read more: How to increase returning customers and shop more from you.

Saint Cloud Cycling Kit

We’ve designed three full cycling kits for Saint Cloud and their racing team over the last few years. We don’t mean to brag about them but lately we’ve been loving the attention surrounding these kits, not to mention the fact that the team recently landed an official partnership with Fuji Bikes. Nick and the Saint Cloud Racing team are serious about their riding, but the bunch is also about a bit of fun, brotherly love and laughs around some beers and burritos. Their friendship, the Northern city culture mixed with a splash of fun has always been the biggest inspiration for designing their cycling apparel.

 

stcloud-kit2   instagram stcloud-kit0 stcloud-kit-new0 stcloud-kit-new2   stcloud-kit-new1   Photos from saintcloud.com.au

sketch