Kin by Mowlem • TAC Design

A new brand and online platform to create bespoke kitchens

Brand Strategy | Branding | Marketing | Web Design | Web Development

The Brief

Mowlem&Co have been hand-making quality kitchen cabinetry for over 25 years. They spotted a gap in the market for a more attainable, online-only brand that maintains the same market-leading standards of quality and finish.

TAC was approached to create a new brand, establish messaging, build an online platform and develop a customer experience to make the process of designing a dream kitchen simple and intuitive.

Creating the brand

The brand name, Kin, comes from an old English word meaning family. Our aim was to portray the kitchen as the centre of the home and the create a sense of bringing family and friends together.

We contrasted the traditional language with a contemporary logo, which was done in reference to the modern approach taken with by the ordering process. A separate stamp was created to be used as mark of quality and craftsmanship. This is seen on packaging and on the cabinets themselves.

Designing the customer experience

We identified major differences between what we were trying to achieve and the standard e-commerce journey. Our customer research indicated that users would require varying degrees of support throughout the process and that interaction with the Kin team would be needed before an order was completed.

By combining easily accessible support, a clearly defined process and tools to enable effective communication, the experience we designed makes the process accessible and gives reassurance to customers throughout their interaction with the brand.

Photo of a Kin by Mowlem kitchen

Developing the online platform

We built a bespoke ordering platform and content management system from the ground up. The website we delivered makes it simple for the Kin team to process and update orders, manage content and send bespoke customer emails, all from within the CMS.

Because of the nature and complexity of customer orders, we made it easy for both the Kin team and customers to make changes to orders and to see the progress of their submissions.