Loveramics is an award-winning ceramic manufacturer with a focus creating contemporary, timeless and functional designs that disrupt the traditional ceramics industry. As Loveramics continued to gain traction globally, they wanted to review their brand to see if it needed any improvement.
Process
This open-ended question set motion to a few crucial brand updates. kith&kin conducted a full brand audit and even visited the factory site to gain a better understanding of the brand.
In our audit, we found that their website felt dated and that their online presence did not reflect their brand values. We also found that, while Loveramics has been successful with international baristas, they lacked awareness and brand loyalty in the retail market.
Loveramics produces high quality ceramic products meant for everyday use however, a key insight from the audit was that consumers did not know how to fit Loveramics into their everyday lives.
Visual Identity
From the brand audit process, we decided to concentrate on the following key touchpoints: subtle visual identity refresh, stronger retail communication, new brand photography, packaging design update and a website overhaul to promote online shopping. All of these actions were intended to communicate one thing: Loveramics is there to celebrate the little moments with you.
For the updated visual identity, the current logo was kept the same, however we modified the other brand elements to better communicate the brand purpose and showcase their craftsmanship. We worked with a copywriter to create a warmer and friendlier language and tone. We created a warm colour palette and changed their brilliant white to a warmer off-white.
Packaging
For the packaging, we looked into the purchasing experience and how packaging plays a role. By researching buying patterns we found that purchases are intentional rather than impulsive and that consumers often feel a sense of excitement when they purchase ceramics in-store. We wanted to understand how that excitement could be carried all the way home with them with the goal of magnifying this sense of excitement for customers to experience it all over again at home.
The packaging needed to reflect the well designed brand that is not only about fine dining, but about beautiful everyday pieces that are integral to our daily lives. We worked closely with the Loveramics team and design director Simon Stevens to truly understand what ceramics mean to them. The previous Loveramics packaging was over cluttered with inconsistent information.
The goal was to move away from this and make the experience more memorable by simplifying the design, making the unboxing a memorable experience and evoke a sense of intimacy.
Photography
For the brand photography, we wanted to communicate to customers that Loveramics is an everyday brand and how it can be integrated into their normal lives. We did this by having a more casual style photoshoot where the shots could show people how the products have a variety of applications.
Impact
Since the brand review and overall visual identity refresh, Loveramics has seen tremendous growth in its online sales and order numbers. A year after the brand refresh, they saw a 25% growth in overall revenue, a 28% growth in online store revenue, a 39% increase in total order, and a 13% increase in returning customer rate.
