BED BATH MORE
Digital transformation for a home décor brand.
Services
BRAND IDENTITY
LOOK & FEEL SYSTEM
DIGITAL DESIGN – UX/UI
ART DIRECTION
BRAND CUSTODIAN
Client
BED BATH MORE
Collaboration
TECH DEVELOPMENT –
IN-HOUSE BBM TEAM
Location
MUMBAI
Challenge
At its core, Bed Bath More (BBM) was not a pure play e-commerce site. They brought together the 3 C’s - Content, Community and Commerce, to build their offering. They aimed to engage with customers by enlightening them with rich original content based on home décor trends, news and other innovative concepts. The idea was to build a community and encourage dialogue and the exchange of information so as to give the platform crowdsourced content.
Approach
As BBM wanted to become an ‘everything home’, we had a vast canvas to explore and every opportunity to be creative. Instead of taking a straightforward approach and providing a laundry list of items for sale, we used clever branding and a unique digital interface to exude feelings of warmth, style and happiness - attributes that connect to the ideal perception of a home.
The brand identity was simple, with the all-encompassing square representing a home. A single, tertiary colour was selected to hold the otherwise full colour spectrum look.
Simple and web-savvy typography and an interesting set of textile patterns were plugged in as brand assets across various touchpoints. The brand had a very distinctive look. For the digital avatar, we underplayed the look and let the content lead the design.
Once we crafted the basic brand elements, there was absolutely no limit to its application on multiple products and surfaces. These branded items formed the private label for the brand and were sold independently under the BBM name.
The UX journey was extensive and very comprehensive with new ideas and features constantly being added.
Based on analytics, we improved the navigation to make it simpler to ensure that the vast amount of content was not overwhelming for visitors.
