Mulberry Bush needed their website updated to ensure it worked better on mobile and tablet. A major challenge was to create a highly graphically bespoke design that was not only fully responsive, but also utilised the back-end functionality of a NopCommerce theme in order to meet a fairly tight deadline to coincide with their Autumn catalogue launch, and before their busy period in the lead up to Christmas.
They were also keen to explore other ways to create a more engaging user experience and increase customer loyalty and were open to the idea of creating some kind of character.
At the same time they were interested in refreshing their logo to be more modern and to work better across all platforms. Their logo had been designed by a family member and remained unchanged for over 13 years, and was felt to be a cornerstone of the Mulberry Bush brand identity. They were naturally nervous about changing it so were keen any changes were to be seen as an evolution rather than a departure.
To help increase customer engagement we created two bespoke characters to appeal to children and adults alike, and to give the site a fun, exciting, modern yet slightly nostalgic feel. The characters were based on the berry shapes from the new logo and were named Mickey and Molly Mulberry.
Wireframes were created by our Associate Web Developers AccuWeb to plan the responsive elements of the key pages of the site and to meet key user goals, and we designed the site using a fluid grid so that the site was fully responsive, to adapt for all devices from phone to desktop. The site design is boxy but colourful, using slightly muted harmonious colours, and we integrated our new character illustrations as a key part of into the layout.
The essential forms of the original logo were simplified and a slightly refreshed colour palette was used to give a more modern feel. The aim was to build on the recognition of the previous logo and maintain a connection to the past whilst making it more flexible and forward looking.
We absolutely loved creating the berry characters and designing the site, and Mulberry Bush were thrilled with the look and feel of the rebrand and the new website. Their online sales, most noticeably on tablet and mobile, have increased significantly following the launch of the new site. We also helped them to integrate the new branding into their printed catalogue which they update in-house.
We have recently created a bespoke responsive e-newsletter template that the client can edit in-house using Dreamweaver and upload to Mailchimp for a consistent user experience, including artwork templates as a guide for the graphical header banners, which we hope will increase click-through rates and sales resulting from their own email marketing campaigns.
AccuWeb (Project management & web development)
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"Thanks to their creativity and willingness to think through our business requirements, our web design is not just a standard out of the box compromise, but is entirely to our own specification. And it really works for us!"
Director Mulberry Bush
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