Ice Kitchens

Crafting a crisp brand identity for an online kitchen company.

The Problem

Imagine entering a kitchen market dominated by giants like Wren, Magnet, and IKEA. That's the challenge Ice Kitchens faced. Positioned uniquely in the market, Ice Kitchens combines affordability with superior quality, targeting the discerning, budget-conscious shopper. They want to attract people who prioritise value for their money, seeking quality and affordability in one package. This approach was crucial for Ice Kitchens to stand out in a saturated market, appealing to a demographic that values quality craftsmanship without a crazy price tag.

The Solution

In crafting the new brand identity and website for Ice Kitchens, it was crucial to create a sense of reliability and familiarity, while also injecting a modern, appealing touch. This approach aims to build trust with potential customers, positioning Ice Kitchens as both a dependable and innovative choice in the competitive kitchen market. This branding decision resonates strongly with their target audience of young, budget-conscious professionals seeking quality and value. The style of their identity also creates a point of visual difference between Ice Kitchens and their established long competitors.

Strategic brand development

Starting with their brand strategy, identifying their target audience, and what they value from a buying experience was a focal point of the project, as not everyone who wants a kitchen would buy from Ice. This is because their core USP is being able to design and then order your whole kitchen online without additional support. This could be off-putting for some customers who prefer the more traditional route of visiting a showroom and having one-to-one, in-person support.

With this in mind, we identified their audience as being young professionals and young families who are looking for a hassle-free buying experience that frees up their time. This lends itself well to the online shopping experience, where customers can design and build their kitchen from the comfort of their own home without the stress of trawling around conventional showrooms. From this we formulated their value proposition to resonate with their core demographic, emphasising the quality, ease of ordering, range of styles, and simplicity of choosing Ice Kitchens.

Image collage of kitchens
Visual showing, key USPs with icons. Handcrafted in the UK, From our workshop to your home, Kitchens to fit your lifestyle
Two people in a kitchen
Ice kitchens portfolio target audience trade

A modern brand for young professionals

The core principle of the brand was to create something simple, modern, and eye catching to distinguish it within the market among other established names. As a more budget friendly option, we created a brand that appeared approachable and friendly, with the aim of attracting young professionals and families who might have just bought their first home.

The logo integrates the concept of ice by utilising a snowflake shape, although we were careful to use cool colours such as light turquoises without resorting to typical, garish bright blues. However, the logo also doubles up as a wireframe cube which was introduced to represent the construction / building aspect of creating your own kitchen. The wireframed aspect further helps emphasise the slogan: “your kitchen, your way” to create cohesion between the messaging and the visual elements of the brand.

Primary ice kitchens logo on white background
Ice kitchen x4 logo colour variants, Dark blue, Light Blue, Grey and Sea Green
Logo construction showing Ice cube + Construction = Ice kitchens icon
Collage of kitchen image, Brand colours (Blue, Dark Blue and orange), with wireframe view of logo.

Promoting a savvy buying process

Two of the website’s biggest priorities were to push different kitchen styles, and encourage people to book a consultation online. With this in mind, we designed the website to signpost people directly to Ice’s Kitchen Visualiser, allowing them to design their own kitchen if they wanted to, or get directly in touch with Ice’s specialised design team if they needed help.

The website encourages easy exploration of kitchen styles, colours, and finishes, enabling users to cherry pick the elements they want, tying back to the core message from brand strategy: “your kitchen, your way.”' This underscores the simplicity of creating a kitchen online and the streamlined buying process, as you can do all of this from your mobile or laptop.

If people are unsure about sizes, they have the option to order a free measuring kit which we featured throughout the site as a secondary call to action.

The website design also highlights the family-centric theme by featuring imagery that is always different, highlighting the breadth of Ice Kitchens’s range and promoting a sense of warmth, happiness, and comfort.

Stylised kitchen visual of wired-framed kitchen unit on dark background. "Visualise your kitchen, See how your design looks and works before you buy with our kitchen visualiser."
Kitchen with blue cabinets
Homepage design on blue background. Showing 'Your kitchen, Your way', next to collage of kitchen images.
How it works step by step section form homepage. 'Measure up', 'Add your own style', 'Plan your kitchen' and 'Place your order'.
Women sat with laptop looking at worktops single page.
Explore your kitchen options, step by step from, showing first step of picking styles
Man on mobile website looking to click one of the CTAs.
Mobile phone JPEGS on blue background with kitchen image. Mobile design show kitchen ordering process
Two CTA banner, one blue to book your free consultation and Orange banner underneath to get your free measuring kit.
Free measuring kit desktop website design, Man measuring image next to form.

Balancing simplicity, affordability, and craftsmanship

To breathe life into the brand strategy, the website copy emphasises the unique benefits of choosing to buy an Ice Kitchen. This led to the creation of the tagline “your kitchen, your way” to push the message that the customer is in control. This also allowed us to promote the online kitchen planner which was a priority of the website, allowing people to build and customise their design in a few easy clicks. To show people how it all works, we crafted a 4 step process to elevate the concept of simplicity and the ease of ordering online.

Reinforcing the ease of the buying process was a crucial message within the site. We approached the copywriting with a “less is more” strategy rather than overwhelming the user with information. The priority was choosing straightforward, direct language to highlight the key messages rather than filling the website with words. We also devised 3 key differentiators to help anyone who is unfamiliar with Ice Kitchens understand why they should choose them which included everything being crafted in the UK. This highlights that whilst they are committed to keeping prices affordable, quality is not compromised.

What makes us different homepage section, "experience the simplicity of designing your dream kitchen" with image of women in new kitchen. 3 highlighted key areas, 'Handcrafted in the UK', 'From out worksop to your home' and 'Kitchnes to fit your lifestyle'

Supporting the brand’s evolution

To support the brand, we created a range of deliverables including a measuring kit, two printed brochures, van wrap design, and social media assets which can be used across a range of platforms.

Each of these deliverables help reinforce the brand's values and establish a consistent visual language across various touchpoints. As the brand continues to evolve, our partnership will continue as we provide Ice Kitchens with the assets they need to thrive.

Measuring Kit Box
Women picking up brochure out of measuring box.
Women sat down looking through brochure at desk.
Opened measuring box design, Showing the step by step process from measuring to ordering your kitchen, Inside box show the top of the brochure cover.
Mockup of grey long wheel base van design. Large logo on side, back of van shows "Your kitchen, your way" message as well as contact details.

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What our partners say 📢

Leaf IT

"They took a difficult brief and delivered a fresh new brand that pushes boundaries and arms us with what we need to grow our business and expand into new markets."

Rachael Weir headshot

Rachael Weir

Marketing Manager

NTE

"The project has increased Channel Partner engagement and enhanced awareness of our services portfolio. Canny's work has been vital in supporting our strategic goals as we evolve as a company."

NTE - Emily Mason

Emily Mason

Channel Marketing Manager

IHF

"Canny understood the need to work with like an extension of the team and reduced stress delivering a major transformational project. They've helped us take a big step forward in building our profile."

Headshot of Katherine Bennett from the IHF (International Hospital Federation)

Katherine Bennett

Senior Communications Manager

Macdonald & Company

“They took our disjointed branding and turned it into a strong, professional showpiece for our global consultancy. The rebranding success led to us appointing Canny to relaunch our website, further cementing our new look and taking on a complicated integration project with ease.”

Chanelle headshot

Chanelle Child

Marketing Manager

What our partners say 📢

Leaf IT

"They took a difficult brief and delivered a fresh new brand that pushes boundaries and arms us with what we need to grow our business and expand into new markets."

Rachael Weir headshot

Rachael Weir

Marketing Manager

NTE

"The project has increased Channel Partner engagement and enhanced awareness of our services portfolio. Canny's work has been vital in supporting our strategic goals as we evolve as a company."

NTE - Emily Mason

Emily Mason

Channel Marketing Manager

IHF

"Canny understood the need to work with like an extension of the team and reduced stress delivering a major transformational project. They've helped us take a big step forward in building our profile."

Headshot of Katherine Bennett from the IHF (International Hospital Federation)

Katherine Bennett

Senior Communications Manager

Macdonald & Company

“They took our disjointed branding and turned it into a strong, professional showpiece for our global consultancy. The rebranding success led to us appointing Canny to relaunch our website, further cementing our new look and taking on a complicated integration project with ease.”

Chanelle headshot

Chanelle Child

Marketing Manager