Barilla are one of the UK’s leading renewable energy heating systems suppliers – in fact their knowledge and support is probably the best. Their industry is an ever-changing landscape with new technology and government sustainability incentives driving focus and demand in the market. Barilla have stayed at the forefront since 2007 by embracing and adapting to this rapid change. But this has lead to an ever-changing and complicated brand identity. Their online presence was much the same, with separate brand and e-commerce websites – both with a different identity and neither performing well.
Old Logos
It was time for Barilla to future-proof their brand and website and we began by redesigning their logo and redefining their offering.
We got to know their team, and it soon became clear that they are way more than just a supplier. They share a wealth of knowledge and a personalised support with their customers; the system installers. We brought this to the fore and designed a simple, bold brand identity focussed on the shared, unchanging motivation of the industry rather than it’s transient technologies. Renewable heating for the planet.
The new kinetic symbol embodies the micro and macro of this purpose – heat convection and the ever-moving Earth.
Barilla’s new website needed to transform their sales process as well as their brand. They were processing the majority of orders and enquiries on the phone or via email, putting huge strain on their staff and limiting their ability to increase sales. The new site needed to do the heavy lifting on sales and provide an online resource for their customers. So, we needed to get to know them too and understand what they want from their go-to supplier. We interviewed a wide range of customers to get their take on it – building a features and functionality inventory and understanding their priorities and barriers for online ordering and enquiries.
They wanted an easy and familiar shopping experience with a number of specific features to make going online worth doing. We decided to use Shopify for it’s excellent e-commerce platform that we could connect with Barilla’s Sage CRM to unify the ordering process. On top of this we designed and built custom content and features to make their lives easier.
Lots of customers wanted to be able to configure and order complete system kits online. We integrated a fully customisable kit builder making it simple for Barilla to add kits to their stock and straightforward for installers to order them with Shopify’s user friendly product pages.
There was strong consensus from our customer research that the site needed to be for them – a trade only platform with registration required to see prices and use resources. Quickly finding products and kits and getting instant online quotes are the top priorities.
We integrated an easy 3-step quote builder so customers can get instant email quotes any time, from any device.
Finding and downloading resources was another big feature request from Barilla’s customers. Technical docs, product brochures, manuals etc are all easily available for installers to search, download or share with their customers.
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