THE TOFFEE STORE
Brand Identity Design
Typography & Colors
Product Photo Staging & Styling
Mockups & Vision Boards
The Toffee Store project was a complete re-brand, and I was thrilled when they came to me for help.
Their main issue? They produce some of the most delicious toffee in the world, but their visual brand didn't stand out from their competitors. This resulted in them being a well kept secret (not something you wish to strive for in the business world...)
They wanted to widen their audience, from general lovers of toffee to businesses looking for that perfect corporate gift. We made some major tweaks to their overall brand messaging, wireframed that messaging throughout the new website, paired it with an on-brand photoshoot that produced drool worthy product photos, and the results are in. They already were the best in the business, but now they look like it too!
During our initial brand analysis meetings, we learned that The Toffee Store wanted to widen their audience, from general lovers of toffee to businesses looking for that perfect corporate gift.
Our challenge was to clarify the message to attract more of their ideal client. The Toffee Store wanted to speak more to companies looking for the perfect business gift, without alienating loyal customers who just want to chow down on delicious toffee, or to send a small box to their aunt for her birthday.
We made some major tweaks to their overall brand messaging, and came to the conclusion that all of the ideal clients have one thing they can all agree on when it comes to toffee from the Toffee Store... It's the PERFECT GIFT. EVERY TIME. Whether it's a treat for yourself, a gift for a loved one, or you need to send 100 boxes to 100 employees at once, their new brand messaging can points toward the Toffee Store as the solution every time.
THE PERFECT GIFT. EVERY TIME.
When it came to the logo, their previous visual identity that gave off more of a small town feel, rather than the premium international brand they aspire to be.
Taking their new target audience into consideration, we did a complete brand analysis, studying competitors, current trends, and other aspirational brands in the premium corporate gifting market, and then set to work sketching out a new look and feel for The Toffee Store.
Starting with a hand drawn 2 tone center icon, we brought the gourmet feel of the Toffee Store to life. Sweeping curves of the icon give it a welcoming softness, while the sharp minimal style of the full logo lends itself to a clean, timeless look and feel.
In certain areas, the branded 'TS' forms a perfect stand alone icon. We provided the client with everything they need, to use it on anything from product packaging to a web favicon.
On other products, like the shopping bags or boxes, the vertically stacked version of the logo may come into play.
BRAND PHOTO SHOOT DONE IN COLLABORATION WITH SCOTT LAWRENCE PHOTOGRAPHY
One thing we've learned over the years is if you want to sell food products online, you need photos that make 'em drool!
The Toffee Store may have been lacking in hunger inducing photos when they came to us, but we made sure they left with a full,
on-brand library of them!
Companies often overlook the value of art direction, styling & staging when it comes to getting a product shoot done. In many cases, that ROI can be difficult to quantify, so for this case study we wanted to capture the impact by keeping all other variables the same.
BEFORE (previous product photos)
AFTER (new product photos)
The before and after photos are from the same client, with the same product, and even using the same photographer.
The only difference? Art direction & staging by Design by Jo
When it came to the Toffee Store website, we designed it fully custom from start to finish. Not only did we want it to be absolutely beautiful, full of drool worthy photos that make you want to drop what you're doing and buy toffee immediately... but we also wanted to improve the function and ease of use for her visitors.
We designed the new website so that customers to be able to do what they came to do - send gifts to love ones or clients - in just a few clicks.
CUSTOM DESIGN & DEVELOPMENT
Designed with the client in mind from start to finish, we began with complete mockups in XD. This custom layout not only drove the look and feel of the site, but also guided the developer in functional improvements such as the ability to upload bulk addresses for shipping to multiple people at once, or the ability for her customers to upload logo at checkout for customized corporate gifting options.
CUSTOM WEBSITE ICONS
Elegant and charming, these custom icons are sprinkled throughout the site, where they keep the various visuals consistent and on brand.
A WEBSITE THAT WORKS FOR YOU WHILE YOU SLEEP...
We know that your website should not just look beautiful, but that it should work for you while you sleep. A well designed site should convert a high percentage of visitors into customers on the spot! In order to do that, the brand messaging throughout the site has to be clear, and the call to action precise.
...TURNING VISITORS INTO CUSTOMERS WHO BUY.
First we changed their overall messaging from general statements about toffee, into a brand message around gifting. Then we wire-framing that message it carefully throughout the home page & corporate gifting landing page in a way that converts. Next, we pairing it with carefully staged custom product photography.
End result? Looks that speak for themself, and measurable ROI!
Our client told us that were able to double their corporate gifting revenue in the first month after the new site launched.
CUSTOM WEBSITE DEVELOPMENT DONE IN COLLABORATION WITH HOYLE MEDIA
As with any brand, consistency is key when it comes to building a loyal base of raving fan customers! Because of this, we set our clients up for success with an easy to follow, custom brand guideline that they can share with their in-house design group, or any external designer who works on their future brand collateral.
Once they have their amazing new brand assets in hand, and the website is launched, what comes next?
When it comes to package design, we never underestimate the value of any touchpoint when it comes to how special a recipient feels upon opening a box of sweets. Beautifully branded boxes & ribbon options abound in the world of gourmet corporate gifting.
Though most Toffee Store purchases are made online, there are still boutiques and artisan markets where the product can be purchased in person. We felt that these customers deserved an equally premium carry home experience.
LUX BUSINESS CARDS
For this premium gourmet gifting company, the Toffee Store branding works equally on both a lux black card, with blind emboss & rose gold foil, or on a softer white paper with blind emboss.
When we say every touchpoint counts, we mean ALL of them! Right down to the gorgeous ribbon that now ties the Toffee Store packaging all together, and makes it feel like exactly what it is: like the perfect gift, every time.