Ice Kitchens

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.

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.

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.

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.

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.