Great Northern Hotel
The Brief
The Deli Society is Britain’s gateway to Mediterranean delicacies. This subscription service empowers customers in the UK to receive amazing, authentic wine, cheese, charcuterie and chocolate from southern Europe. It was a unique proposition which required our skills in terms of strategy, naming, identity, website and tone – and we duly delivered as the business is now a huge success, surpassing its revenue goals.
Branding.
Content.
eCommerce.
Branding.
Strategy.
While subscription services are commonplace, ones involving Mediterranean wine, cheese and charcuterie or not. That’s why our extensive Brand Strategy was invaluable – it unveiled insights about the market which we then poured into our identity and tone. Brand positioning and comparable brand analysis were also key elements of this exercise which resulted in a detailed, rich blueprint by which the business now makes its decisions.
Identity.
We wanted to portray the Mediterranean without coming across cheap, obvious and gimmicky. You’ll notice we introduced bright but mature colours, mosaic patterns, as well as hand-drawn illustrations to get that artisanal vibe across to the customers. The look and feel has a sophisticated yet fun aesthetic to it which means it appeals to people who are already accustomed to such products as well as those who are newcomers.
Content.
Messaging & Voice.
When introducing a new type of product to the market, it’s important to take potential customers on a journey. That’s why we implemented a friendly, guiding, storytelling tone of voice strategy which comes across as if the brand is having a conversation with the reader rather than overselling or lecturing. The tone of voice strategy took the many languages of the Mediterranean into consideration, and was complemented with a great set of impactful, inviting messages.
eCommerce.
Website.
The website is really where this brand and all its assets come to life. This is where every customer will come to subscribe, learn more and feel excited about the offering. It’s a fun website to navigate due to the varying colours, the implementation of patterns, and the content which ensures there’s always something interesting for the eye to be caught by.
The design for the website was featured in the Top 10 Product Catalog Website Designs on DesignRush as one of the best website designs.