In the two years since their first website in 2019, Smile Kitchens has expanded as a business and changed their focus towards offering a personalised kitchen design service for their customers. Smile’s design team has grown, they’ve expanded their product range and they were now looking to reposition themselves within the market as a design-focused, boutique kitchen provider.
They asked us to create a site which reflected their new, design-led approach.
A fresh look for a boutique kitchen design team
Smile Kitchens occupy a sweet-spot in-between high street kitchen retailers and provincial independents. Differentiating kitchen products - units, doors, handles - can be difficult as they are somewhat commoditised and the market is competitive in terms of pricing. Smile’s USP had shifted towards their personnel: brilliant designers that listen and understand a brief, and produce stunning results.
This recent shift meant their previous website no longer fit the bill in terms of representing what they offered within the marketplace. Their service now centred around more than just offering products, it was refocused around providing customers with a personal design service from start to finish.
As such our re-brand was built around a serious design aesthetic. A geometric, minimalist style; economy of colour with accent pops; characterful but legible typefaces; beautifully functional UI; Loris F. Alessandria’s wonderful illustrations providing warmth and personality; and a familiar but authoritative tone of voice from our friends at HNW Copywriting.
Kieran Baybutt and Luke Dagnall collaborated with us on the design & build, and Loris F. Alessandria produced the illustrations seen in key areas of the site. We also assisted in Art Directing Smile’s new kitchen photography, the majority of which is computer generated.