Keeping it simple
The site was stripped back and then injected with a mass of excellent functionality to really improve the user experience. The new font helped inject a brand personality and made the information all that bit more soft and inviting.
The use of icons throughout the site for delivery, security and guarantees helped deliver the messages easily and removed the cluttered presentation of information on the previous site. A great example of this is the newsletter sign up banner which uses friendly icons to introduce the more informal social media channels and regular updates.
We introduced banners for the top level category pages to help introduce some character to each and allow them to be used as landing pages. The use of the secondary palette colours helped draw the attention to the information.