I believe what resonates with people and creates brand loyalty isn't just the what and how the product is made but WHY it was made. Boll and Branch not only tells the "why" story elegantly but changed the way an industry designed and manufactured the products and set a high ethical and sustainable standard. Having had the opportunity to partner cross functionally to strategically present Boll and Branch through a redesign and replatform was an exciting project to work on.
case study
The intention
The Opportunity
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Increasing mobile conversion rate
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Increase engagement + CR on PDP
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Story tell and educate new customers and engage returning customers
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Make mobile an impactful and immersive experience
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Deliver key pillars through full funnel - Brand, Digital, Retail and Product
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Create a 360 experience incorporating best in class digital practices
The challenge
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Designing mobile first, make it an impactful and immersive experience
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Deliver key pillars through full funnel - Brand, Digital, Retail and Product and make it a 360 experience
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Incorporation of brand position at every step to break away from the sea of sameness
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Elevate visuals and copy
the facts
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Mobile users make up to 68% of the traffic.
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Desktop users have a conversion rate of 5.4% – more than double of mobile
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HP has highest CR at 4.83%
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PDP has lowest CR & highest bounce rate but is most popular landing page
the strategy
Through a recent rebrand, we were given the chance to re-establish our core brand pillars and with transparency, tell the full story of from farm to factory" allowing consumers to fully understand the impact of their purchase. Optimizing the mobile experience and creating a larger than life virtual experience were at the forefront of the strategy behind our redesign to capitalize on the opportunity.
why b+b
Boll and Branch came from humble beginnings but managed to reshape the industry with the most rigorous fair trade practices while still remaining profitable. The challenge was bringing this story and the brand practices to life on the e-commerce platform in the same way that the storefront does. In addition, how do you do it in an equally elevated and authentic way.
the outcome
The rebrand made Boll and Branch feel more intentional about its mission across every touch point. Threading the needle from copy to visuals, we elevated the online experience to be a more immersive journey where consumers can see luxurious products that create beautiful spaces. They also get a strong sense of who we are, what we believe and the impact we strive to make as a brand.
our ethos
BEAUTY IS FOUND WHEN IDENTIFYING THE IMPORTANCE OF EVERYTHING, REQUIRES US TO UNRAVEL AND CONSIDER EACH DETAIL OF WHAT WE MAKE AND HOW IT’S MADE.
OUR FABRICS AND PRODUCTS ELEGANTLY WEAVE TOGETHER HERITAGE,
THE PLANET, MODERNITY AND ETHICS INTO YOUR HOME.
