Aeolidia to the rescue!
Knitting Bee opened as a brick & mortar shop in 2004, selling top quality yarns from all around the world and offering knitting and crochet classes. In late 2015, they began selling online, specializing in stocking hard-to-find “indie” yarns that are hand-dyed by independent fiber artists.
Knitting Bee brings their same friendly and enthusiastic customer service to their online customers as they do to their local brick & mortar customers. Online shoppers often reach out with questions, and the Knitting Bee team will send them pictures of actual yarn if they have questions about colors.
While Knitting Bee’s fast shipping and great customer service was winning over knitting enthusiasts, their old ecommerce site wasn’t living up to their expectations. Their old site lacked personality and didn’t do a great job of telling the story of their unique yarns. The site was also hard to navigate, and made it difficult for the Knitting Bee team to bring the same level of high-touch customer service to their online customers. Owner Jami Brynildson came to us in need of a custom Shopify website that would help her grow her online sales and allow her to better serve her customers.
Aeolidia to the rescue!
For this project, Knitting Bee needed a new brand identity and website that would better convey their upbeat personality and enthusiasm for high-quality yarns.
We designed an updated logo, complete with corresponding patterns, color palette, and typography, that would bring a fresh, fun look to their website, business cards, and email newsletters. We then developed a custom Shopify website that would showcase their beautiful yarns and brand story while offering a better way to shop their many product variants.
Our designer’s primary goal was to create something both meaningful to Knitting Bee, while also conveying the friendly and welcoming sense that local customers have come to associate with their brick & mortar shop.
While sketching concepts for the new logo, designer Jamie imagined Knitting Bee’s target customer perusing the shop, taking a seat in their retro chairs, and chatting with an employee or fellow shopper about her next knitting project. Jamie created a logo that would make customers smile at first glance and feel welcomed.
The bee icon marries a modern interpretation of a yarn ball (complete with knitting needles for bee antennae) and a bee illustration. The creative concept is sure to resonate with Knitting Bee’s artistic customers. Though the concept is two-fold, the mark is easily legible, balanced and will reduce down in scale without a worry.
For typography, Jamie selected a soft sans-serif typeface that when set in lowercase has an approachable, human quality to it. The typeface has a little quirk to it so the brand doesn’t feel stuffy, while also not overly “cutesy.”
Jamie drew color inspiration from the yarn that Knitting Bee carries, expanding the palette to bring in warm + fresh hues that their customers would enjoy. Their new brand color palette is fresh, modern, playful, and fun.
Quick Brand Guide
Knitting Bee came to us with the goal of doubling online sales within one year of launching their new site. The old website was holding them back in a number of ways. While their old About Us page and Patterns page were lackluster, their new About page makes it clear how warm and inviting Knitting Bee is, both online and off. The updated Pattern Library on their Resources page is easy to navigate and filled with beautiful patterns and helpful information for knitting and crochet enthusiasts.
Their new Shopify website maintains the ability to shop by brand, weight, or fiber, while eliminating their previous inconsistencies with product photography and variant images. With so many variants and colorways of yarns available, it was important that we also made it easy to hide sold out items and sold out variants. The item pages also helped to create buyer urgency, showing when only 1 or 2 of a color or variant are left in stock.
Since knitting and crochet classes are one of Knitting Bee’s core offerings, we also made it possible so that customers can sign up for classes online. The Classes page makes it easy to browse classes by difficulty level and register to attend.
The custom Shopify website we designed for Knitting Bee made it easier for their customers to explore and shop for yarns, patterns, and other offerings. When we checked back in with them 6 months after the new website launched, we were thrilled to see that their conversion rate had gone up and their revenue had increased significantly. Our new website design reflected SEO best practices, and they had been hard at work promoting their site since the launch. The traffic we saw in Google Analytics reflected that, with traffic from organic search making up a large percentage of their web traffic and online revenue. The easy to use navigation and user experience of the new website was also reflected in a higher than average conversion rate and low bounce rate.
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