The Rebranding of Charlotte’s Web: Part 2
The Charlotte's Web rebrand was so much more than a new look. We wanted to elevate our brand and reaffirm our commitment to sustainability - yes, but our primary focus was to enhance our customer's online shopping experience with a beautiful new website. Somewhere they could escape everyday life, delve into a treasure trove of goodies, and be inspired by our handmade jewellery collections.
Armed with our new Jaipur pink colour palette and gold wordmark logo, we had the foundations of our new website, but that was just the start of our rebranding journey. As a team, Charlotte, Lisa, and Emma would spend every spare moment researching the websites of inspirational jewellery brands for ideas on how to show our products and tell our story. And with Pinterest and picture boards becoming the new norm at Charlotte's Web HQ, the term 'after-hours' took on a whole new meaning.
After months of research, we shortlisted our ideas and sent them to Sarah and Karen at the Dossier Studio in New Zealand to work their magic and bring our vision to life. The result, as we are sure you will agree, is nothing short of breathtaking.
Clean, Uncluttered, Ethically Chic
Sarah and Karen converted our mis-mash of inspiration into the clean, uncluttered, and ethically chic website that Charlotte had envisioned from day one. They refined every page, using complementing colours and fonts throughout, and they captured the very essence of our eco-luxe jewellery brand with personality and charm. But of course, there was still a lot of work to do, and our new website needed new imagery.
We decided to keep our photoshoot in Ibiza, the magical Mediterranean island that Charlotte calls home. But this time, we shot in a studio rather than outdoors, using our new colour palette as a backdrop. We focused on warm neutral tones, soft lighting, and models who truly represent Charlotte’s Web brand. Contemporary yet timeless, youthful yet ageless, stylish yet infinitely on-trend.
We also shot new lifestyle images with a photographer we have used for many years to ensure consistency and flow across our new website and social media platforms. We want the transition from our website to our Facebook page and Instagram account to be seamless, a journey of the senses, and by aligning our imagery with our colours and ethos, we believe we can offer our customers an unforgettable online experience.
Fine Tuning the New Charlotte’s Web Website
With a new website design and sparkling new imagery, we were one step closer to launching the newly rebranded Charlotte’s Web Website, but of course, there was still a lot of work to do. We decided to completely rewrite our story to make it more consistent with the new look of our brand, and Charlotte decided to have all our product copy rewritten so that it was shorter and succinct while retaining essential information about the piece.
Next, we had to change links and make a few final SEO tweaks before the new Charlotte’s Web Website was ready to launch. Did we underestimate the level of work involved in rebranding a website? Maybe, but we’re glad we took the time to get it right. We believe our beautiful new website is the ultimate destination for handmade, ethical jewellery; the home of silver spinning rings, and a way of life for those who love to accessorise their everyday looks with conflict-free gemstones, handpicked birthstones, and jewellery inspired by spirituality, peace, and love.
We’d love to hear what you think of our new website, but in the meantime, keep an eye out for our next post for more information on our gorgeous new jewellery packaging.