County Supplies

London, UK · 2020

Identity refresh and site redesign for London's top produce wholesaler. We're about to introduce the most elegant fruit and vegetable wholesaler website you've ever witnessed. With the right amount of London charm.

01CONTEXT

County Supplies hand selects produce daily and therefore, it looks, feels, smells, and tastes great. The product is then delivered, while still fresh, to famous pubs and restaurants, contract caterers, and schools all over London.

County Supplies London has been long recognized as a top player in the London fresh produce scene. The time has come to upscale the business's design so it becomes as fresh as its produce.

02ambition

CSL was due for an image upscale. We were looking out for a rebrand that could easily translate across a myriad of marketing channels and play well both online and offline.

03Challenge

The scope of the project covered everything: from email signatures and newsletters to logo and website redesign. We were also looking at new team uniforms, fleet and office design, packaging, and other marketing collateral. A wide array of deliverables meant that every late adjustment to the design system will have us revisit all other material.

We wanted to move quickly with the new identity and expose it to the public in order to collect valuable feedback. There's more. The COVID-19 hit right in the middle of things, leaving us with a new set of challenges.

Before the fateful event, good speed to market was highly desirable, now it was mandatory.

As we'll be working with a wide array of mediums and materials every bit of late adjustment or unforeseen feedback round will put us in a position where we will have to revisit all other marketing collateral. Imagine having second thoughts about colors after putting on the new truck prints. Fortunately, digital products have the advantage of being somewhat more flexible in this aspect.

It was also clear that in this new world, online stores will play an even much bigger role than ever before. It became critical for the success of the business to be able to present itself and sell its products online.

04Experience

The website is a remarkable example of good story-telling. It is the story of a multigenerational family business that thrives thanks to its dedication and zero compromise approach to freshness. The audience is diverse. From your friendly neighborhood bistro to 3 stars Michelin restaurants and all kinds of other buyers.

One important part of the process was to identify the core business principles and then explore the ways in which we could translate these to design. These were:

Human touch: hand-picked, hand-packed, hand-delivered. Best-in-class. From client service to employee relationships, CSL shines. Reliability: clients swear by it when they say CSL never failed to deliver on their expectations.

05brand

A brand overhaul was long due. We were thrilled to work on CSL's brand image. While we aimed to keep as much of its recognisability as possible, the brand image will be radically upscaled both in terms of visuals and message.

Whether we're talking about the truck design or a website page, the new visuals are a celebration of tasty food and memorable service. The new truck design, branded uniforms, and packaging are all consistent with the online presence. This inspires proud ownership from staff and communicates an upscale brand in one of Europe's most vibrant cities.

We started with the logo redesign. The apple symbol was kept, albeit redesigned. Black and gold were chosen to drive the main color palette. The result was a signature-type logo that plays well on all channels.

All content was optimized for a smooth mobile experience. Pages are simplified and optimized with a responsive, simple design and modern look and feel. 56% increase in leads.