Branded commerce for Lakrids By Bülow
How do you translate the sensory experience of tasting into a digital experience? This was the design challenge that laid the foundation for the redesign of LAKRIDS BY BÜLOW's website, creating a new digital visual identity with smart UX design and strong brand features.
LAKRIDS BY BÜLOW, with its mouthwatering taste combinations of liquorice and chocolate, has secured its position as a premium treat in the Nordics.
And with a mission to ‘make the world love Liquorice’, the brand’s webshop has become a crucial part of its sales strategy.
By streamlining the physical and online channels into one coherent, exclusive customer experience, we aim to increase conversions and sales, attract new customers and become better equipped for growth and expansion, fulfilling our vision of making the world love liquorice.
But LAKRIDS BY BÜLOW isn’t just any product. It’s a premium treat, made of liquorice – a flavour not widely known around the globe. Yet, the moment you experience the taste of LAKRIDS BY BÜLOW, you’re bound to crave more.
That’s the magic they’ve mastered and why samples are such a crucial part of their strategy in their physical stores.
Here’s where it gets tricky: How do you keep that magic alive in digital commerce when customers can’t taste or smell through their screens? In other words, how do we translate the sensory experience of tasting into a digital experience?
This was the design challenge that laid the foundation for the project, identified in close collaboration with the team at LAKRIDS BY BÜLOW.
EXCLUSIVE DESIGN AND INTUITIVE COMMERCE
In close collaboration with the designers at LAKRIDS BY BÜLOW, we brought the exclusive brand experience to life through a new digital visual identity powered by smart UX design and strong brand features.
Working with a structured design system approach, we designed each component and feature to ensure high performance and seamless user experiences – all while placing the brand and product at the heart of each interaction.
This resulted in a branded commerce site that relies on familiar commerce patterns to ensure the design is both user-friendly and optimised for conversions, while also staying true to LAKRIDS BY BÜLOW’s unique brand expression.
GUIDED BY EXPERIENCE PRINCIPLEs
To capture the sensory experience, we needed to consume a lot of liqourice – and then translate the experience into a set of experience principles that could streamline and guide the visual and interactional expression throughout the design system.
By simplifying our design system’s content modules to include only essential styling options, we’ve streamlined the editorial process while ensuring brand consistency across the user journey.
Using grain and gradients to capture the tactile surface of the product.
Capturing the flavour explosion of the first bite with the use of sparking, vibrant colours.
Translating the smooth mouthfeel into rounded corners and a soft, light colour scheme.
A premium product requires quality experience. The sensory experience should subtle, and blend seamlessly into a well-thought-out digital experience.
Learn more about the benefits of building a design system, essential considerations, experience principles and practical tips for successful implementation in our recent article.
WHY IMPACT COMMERCE?
“We have a team of highly skilled in-house designers, but we lacked more comprehensive expertise in strategic UX and digital design – that’s where IMPACT Commerce comes in. The team possesses deep insights into our business after years of collaboration and has a proven design track record from other projects, which made them an obvious choice to revamp LAKRIDS BY BÜLOW’s digital experience,” says Michael Ewald, CDO at LAKRIDS BY BÜLOW.
LAKRIDS BY BÜLOW, founded on the Danish island of Bornholm in July 2007, is an international premium confectionery brand known for its innovative liqourice and chocolate combinations. The brand has quickly become a global favourite in gourmet confectionery due to its unique flavours and elegant design.
LAKRIDS BY BÜLOW has stores in Denmark, Sweden, Norway, Finland, the UAE, and Germany. Its products are available through nearly 2,000 retailers in 35 countries.
