Recent audience and digital eco-system work (consumer and trade) has provided new insights that required a rebrand and a change in the role of the website, with the rebrand going live in the first quarter of 2024.

The existing website was creating challenges linked to content entry, content creation, internal set-up and speed of delivery.

A new online presence for London Essence was designed and developed to perfectly mimic the ‘feel’ of the offline brand, which was predominantely created for advertising and point of sale use. Igentics had to innovate in a way, that allowed the online and offline experiences to be complimentary to one another, but also developed and built in a certain way so that a developer or designer didn’t have to be present to add content or create imagery assets.

Simple coding and design would be the key to the websites future success.

We studied the brand guidelines and came up with a system that allowed us to make the most of the strong visual identity. White space and clean design are the hallmarks of the brand, coupled with an aesthetic more akin to a luxury fashion house.

By utilising the core attributes and appling them throughout the website, our 'light touch' creates the feeling of luxury. We deconstructed the labels of the products and turned them into rollover states allowing the powerful photography and illustrations to have maximum impact and engagement.

The site was developed to be easy to expand and add content. We supplied carefully constructed templates and guides on how to create perfectly optimised imagery. This resulted in three core elements for each product: the product hero shot, the illustration and the image of a drink made from the product.

Content was scaled back from the previous website to focus on the products and the brand story and make these the hero’s, rather than treating the product as a component in a drink or cocktail recipes.

Products where categorised into three clear areas: Tonics, Sodas & lemonades and Gingers to make it easier to understand. All easily accessible from the menus and product carousels.