Heath London | Case Study - Noir Agency

A new look for Heath London

The Brief

Heath is a contemporary British male grooming brand, inspired by heritage and focused on quality. The brand was founded by a father and son duo after a conversation they had around what they really wanted from their grooming products. Spotting a gap in the market for well-designed and reasonably priced products, Heath was born. They were sure that the range they designed would above all be straightforward and fuss free. It would have a focus on natural ingredients, great fragrances and above all, brilliant performance.

After launch the range enjoyed great success, being sold via Amazon and stocked in the prestigious Waitrose. However, their own website needed an upgrade. It was not reflective of the quality of the product, had a poor user experience and had a difficult and time-consuming CMS. We were briefed with designing and building a website that was beautiful and tell the story of the brand as well as be more user-friendly (on both sides), and more e-commerce driven.

To support the launch of the site, we were also briefed with creating Instagram assets to grow the following and increase engagement as the brand started to increasingly utilise the platform.

The Process

The right ingredients

We worked with the client as well as collaborating with their PR consultant and external Art Director to ensure consistency across the site in terms of styling and tone of voice, as well as drawing on their expanse of experience. We knew that the user journey, and brand story were the two key components we needed to consider for the new site - the original site’s navigation and site map were causing confusion, as well as not being conducive to inticing the user into the story.

We began by going back to the drawing board and building out a new site map and plotting the user journey, once the wireframes were agreed we moved onto the new designs. Working with such a strong existing brand, we presented the client initially with design mood boards followed by the overarching concept and style. We wanted to make the site feel lighter giving breathing space to the images, copy and CTA buttons whilst heroeing the imagery and create an editorial feel with the text.

The Outcome

A smooth finish

We designed and built a new site for Heath that was easy to navigate for customers as well as straightforward for the client. Built on a more appropriate CMS, it was more fit for purpose whilst having the flexibility for growth as the range expands. We made the navigation much more straightforward, and fuss-free, just like the range itself. The previous homepage was lacking any movement, or key call to actions - so we introduced an image carousel, clear CTA buttons and some subtle movements through transitions.

One of the key selling points of the Heath range is the carefully selected, and tried and tested ingredients. Key actives in all products are derived from nature, and all products are paraben free, sulphate free, microbead free, without synthetic colours and 90% natural as well as being suitable for vegans.

We made a key feature of the Ingredient guide, and designed the product page layout in such a way to be able to deliver salient information on the products as well as link back to the Ingredients.

As Heath begin to increasingly utilise Instagram, it was important for us to integrate this into the site so we styled this in such a way to fit with the overall aesthetic. In parallel to designing and developing the website, we also created a number of Instagram assets including post videos and stories.

Visit the website at heathlondon.co.uk

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