Cult Furniture
Cult is a fresh and dynamic furniture brand, bringing stylish furniture and home decor to young professionals and design conscious individuals. Brand identity helps to express who we are and should be instantly recognisable to our customers. By consistently applying our brand to all of our communications, we reinforce what makes us stand out from our peers.
Cult sets out to create fresh and dynamic designs that are as affordable as they are stylish, with modern and innovative interiors for the fashion-forward.
For many years the color green was the official color of the Cult Furniture ecommerce platform, but the difficulty in applying the color, as well as changes in brand concepts, the constant problems of application in digital media and especially in packaging, in addition to not having a visual identity manual, caused a problem of inconsistency, visual unity and brand fragility.
The reduction of the name “Cultfurniture” to Cult, took place as a way to create a shorter brand, something more coherent with the values that the company carries in its core, a modern, dynamic, young brand, which is not just a brand of selling furniture, but a brand specialized in stylish, design and home decor products, in addition to the name having suffered a reduction, instantly being recognized by its consumers. The lack of visual consistency and branding was another big problem, the communication channels worked the brand independently, not only with visuals but different tone of voice. Generating a confusion in the customers when navigating between different omni channels of the company.
Newsletters are a very important tool for the company and have a high impact on sales numbers, they lacked visual consistency with the brand, tone of voice, layout, they were totally disconnected from branding.
Through analytics, it was possible to prove the low performance through the open rate because the user experience was very bad, in addition to the unattractive look, which did not generate the user’s interest in opening the email and clicking.
After research with heatmapping, we realized that more than 60% of the navigation was done below the fold, between the main banner and the recommendations carousel, so we felt the need to better explore this region of the site, increasing engagement for other navigation sections. and promoting hero products through three new banners below the main banner, as well as using these banners for smaller or promotional campaigns.
Thinking about improving the experience of users where most of them use the navigation bar and search system, seeking to create a navigation system through cards, with the main and most accessible categories, where they are updated with content extemporaneously, encouraging customers to scroll down to see what’s new on the main page.
Finally, we added the social gallery on the main page, creating a connection between Instagram and the homepage, there was a reduction of categories in the main carousel, which is a feature of great interaction with the user, keeping only the main options and with greater impact, in addition to improvements made by the e-commerce team in the navigation system through the bar.
“Growing” Forward
Simple. Clean. Fresh & Adaptable. Applied these characteristics throughout design and company assets. Let the products do the talking. Trying to stick with either 3D imagery OR lifestyle images. Refrain from mixing both in the same asset as this may cause inconsistencies. Keeping a simple look allows the Brand to adapt to new trends, simultaneously giving freedom to be creative.
Imagery should also follow clean and simple. Focus should be on the product without too many distractions (e.g. Props). Applying clean and unobtrusive backgrounds, helps titles and content to be overlayed effectively without obstructing the product. Furthermore, too many lifestyle images can cause the homepage to look busy.
TYPE
Use of typography to establish visual hierarchy by using BOLD styles for title and REGULAR for body copy and CTAs.
Most furniture companies are not in a beauty competition. They are more focused on user experience by allowing user to get to the information they need as quickly as possible. Making it easier to find the products and guide them to checkout.
The brand’s objective is not to confuse customers or hinder their journey. Instead they want their buying experience to be as seamless as possible.
Let the products do the talking
Benchmarking
Benchmarking it helps to analyze competitors and map their products or services. We obtained important insights into features, functions, flows and a better understanding of the furniture ecommerce market. Helping us to make punctual decisions and analyze the main gaps in our product.
Through the results collected by the ecommerce department in A/B tests, heatmap, competitor analysis and analytics. We structured a new page with new product recomendations below the fold, included the incorporation of three new promotional banners, boosting hero products and small campaigns.
The solution
