Howdens

Scope:

Discovery
Strategy
UX design
UI design
Art direction
Motion framework
Motion interaction
Branding

Background:

As the UK’s leading kitchen supplier, Howdens provides thousand of products across kitchens, joinery and hardware. With an annual turnover of £1.5bn, they pride themselves in delivering the best in class service to their customers. Trusted by tradesmen - and even granted a Royal Warrant by Appointment to Her Majesty the Queen, the brand is rooted in purpose and heritage.

Our challenge was to create a new digital vision and brand experience that would resonate with both tradesman and the end consumer. This new digital presence would support Howden's growth targets to double the size of the business; enabling more than 700 self-managing depots across the UK and Europe.

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Objectives

The objective was to refresh the Howdens identity to resonate with multiple audiences, particularly end customers, ensuring the success of their new B2C e-commerce platform. This involved creating a cohesive visual language to unify communications across digital and print. The focus was on crafting an experience that educated users while showcasing Howdens' heritage, craftsmanship, and expertise. An iterative discovery process aligned business goals with customer needs, providing clarity and confidence in the design direction.

The Experience

As part of the conceptual phase, we developed ideas to enhance the customer experience, including a gamification feature that posed questions to help Howdens recommend the perfect kitchen. To support the end-to-end journey, we introduced a "Pin to" function, allowing users to curate their ideal kitchen by adding items to a moodboard linked to Pinterest, which could be downloaded or sent directly to a Howdens representative, seamlessly connecting the online and offline experience.

Brand Identity

Alongside creating a new digital experience we refreshed the Howdens heritage identity that needed to work for multiple audiences. Importantly the brand needed to resonate with the end customer, to ensure that the new B2C e-commerce site was a success. We created a visual language that would underpin all comms from digital to print.

The attention to detail, design and craft of Howdens kitchens were purposely echoed across multiple touchpoints of the new brand identity. We worked hard to bring the kitchen textures and details to life in a subtle and deliberate ways. .

Motion Principles

When considering motion and micro-interactions, we drew inspiration from Howdens' signature soft-close cupboards and doors, aiming to replicate the smooth, controlled movement that reflects their craftsmanship. This approach informed a unique motion language, where transitions between pages and elements felt effortless, deliberate, and refined.

Subtle easing curves and fluid animations were employed to evoke the same sense of precision and care, creating a cohesive experience that echoed the brand's attention to detail and premium quality. This signature movement not only enhanced usability but also reinforced Howdens' identity in a digital space.

Outcomes

The project successfully shifted Howdens from a traditionally print-led approach to a digital-first strategy, placing digital at the core of their business communication. The new website seamlessly integrated a refreshed brand identity with an engaging user experience that educated customers.

This transformation not only aligned with business goals but also strengthened Howdens' digital presence, elevating their connection with customers and showcasing their brand in a more impactful way.