Kingsmead Carpets

Bringing a leading flooring brand to life through careful application of visual guidelines to deliver a new customer experience.

Client

Kingsmead Carpets

Industry

Retail
Home Furnishings

Services

Branding
Graphic Design
Social Media
Point of Sale

Company Size

51-100 employees

The Challenge

Kingsmead Carpets began manufacturing cosy home carpets in the Ayrshire town of New Cumnock over 40 years ago. The brand offers a wide range of products with something to suit every style and budget from to wool to man-made fibre carpets.

Kingsmead Carpets had recently undergone a re-brand and Bob was entrusted to build on the initial brand development to roll out the new style across the entire range of Kingsmead Carpets brand communications.

Springboard brand palette

Kingsmead Midnight

#2d3e4b

Kingsmead Heather

#dde2e6

Kingsmead Mist

#ebebe6

Kingsmead Peach

#fcc8ac

Kingsmead Fuchsia

#e040af

Kingsmead Mauve

#906d96

customer touchpoints

The Solution

Tasked with implementing the brand across the board we set to work on designing all the key customer journey touch points. This ranged from social media templates to provide the customer with a strong initial sense of the brand’s values and aesthetic to their first physical interaction with the brand, which was likely to be the carpet sample mailer packs we created. The packs consisted of a full colour custom envelope with additional capacity to allow up to four carpet samples to be quickly and simply mailed out to the customer along with a call to action postcard detailing how the client can find their nearest retailer to order their carpet.

From there, we then created graphics for point of sale graphics and sample books to be distributed to retailers across the country to ensure the next step along the customer journey was a seamless and consistent experience. We also redesigned and sourced carpet sample labelling.

Although brand guidelines were in place, there were still important graphical elements that the brand required and we devised new product specification iconography to help the customer easily understand the products and compare one against another. These were key to helping communicate the main product benefits and differences during the customer journey, whether online or in the retailer.