This is the third edition of our WaterWipes journal. To see how we’ve been updating the WaterWipes website with incremental improvements, check out this blog, and for an explanation of our project management across such a large website suite see this article.
WaterWipes are a leading global provider of pure wipes for sensitive skin. Founded as an Irish company, they compete across 18 markets, requiring a digital brand and website that works for all of their users, wherever they are.
Improving an existing brand
For WaterWipes, our goal has been to update and upscale an existing solution, not replace it entirely. This approach reflected the existing functionality of the previous brand and website, as well as a desire to retain existing customer pathways and conversion channels. By adapting WaterWipes’s highly-effective brand identity, Kooba have been able to create a digital experience that blends seamlessly with WaterWipes’ broader marketing content, helping further develop and promote this Irish brand.
Initial analysis
To begin with, Kooba’s design team needed to assess the brand assets already in place across the WaterWipes website. These were already highly suitable for WaterWipes’ market position, particularly the focus on clear shades of blue and the use of translucent “water” UI features. As such, these design elements were added into a broader UI design library for use across Kooba’s work on site enhancements.
A fresh perspective
Kooba set about implementing minor cosmetic upgrades to the WaterWipes brand across the website. Most notably, this involved the use of translucent “Glass UI” for certain components, matching an existing design decision within the brand, whilst adding functionality and visual appeal to the current website. Kooba also made sure to use the full range of the WaterWipes palette, ensuring a high level of variety across different buttons and components.
Branding: More than creativity
As with many design projects, sometimes deciding what not to do is as important as deciding what needs to be done. On a project like that of WaterWipes, a key factor of success has been in appreciating and adapting existing functionality, ensuring brand consistency and complete stakeholder alignment. By working with what works, Kooba have provided an elegant, adaptive, and high-performing solution for WaterWipes.
To see how Kooba’s team can help transform your own project, get in touch today.
