Aeolidia to the rescue!
LetterSeals.com is a family-owned business offering wax seal stamps for a multitude of uses & clients, ranging from local winery bottles and business product packaging to wedding and personal use clientele. They’ve been online since 1997, but each passing year the competition gets more and more fierce. Owner Karen told us,
The most glaring issue staring me in the face right now is the lack of a real-time view for customers to see their customization options built as they make selections. This is offered by our competitor, and I see this as their greatest strength and advantage over my current site.
While their website and branding was in need of an update, Karen’s company had plenty of built-in advantages we were able to incorporate into this project to help differentiate them from their competitors:
As for our personality or style – we have been using the fun and whimsy of older ephemera and Victorian images to appeal to both a feminine and masculine style. Keeping the site clean, yet visually catching has been the ultimate goal. Wax seal stamps have been around for centuries, and pulling a bit of history through imagery can really play to this theme.
We saw plenty of potential growth for Karen’s brand and were excited to dive right into this website + branding project!
Aeolidia to the rescue!
Designer Christine took the lead, designing a new logo, brand identity, and business cards for LetterSeals.com as well as the design for their new custom Shopify website. Christine shares her process for this project:
I dug into [the LetterSeals.com] brand and market and did my fair share of sketching. I pored over the website and products, too. I considered your many customers, and singled out the woman who falls in love with wax seals, uses them for her own letter writing, and continues to use them for her wedding and other life events. And in the end, I refined the logo to appeal to that customer, creating a logo that is elegant and whimsical, clean and modern — and positioning Letter Seals as the go-to destination for all things wax seal and beyond.
Paired with new product photography, Christine’s designs make the products truly shine. Web analyst Helen and Shopify developer Verona were also onboard to ensure that everything behind the scenes is in place to achieve the client’s goals.
What Our Client Had to Say
I was very pleasantly surprised by the variety of services each team member was able to supply. Through comparative examples, Aeolidia was able to use visuals to put language to the design concepts I had been looking to achieve.
We redesigned Letter Seals’ logo to make it current and set its brand apart from competitors. This meant selecting a new typeface that evokes the time old tradition of wax seals—in a modern and fresh way.
The new typeface is both sophisticated and whimsical. In all uppercase letters, the brand name feels grown-up and established. Remaining as a brand element for continuity, the bee has been updated, hand-drawn in the style of vintage stencils. The bee is enclosed in a roughly drawn circle that evokes a postmark, as the mailing of letters is a key element for the brand. The icon features dynamic negative space, including a subtle heart in its upper body, giving the mark added warmth.
While putting the custom Shopify website design together, designer Christine kept Karen’s top priorities in mind: to sell more products and educate the customers of LetterSeals.com about wax seals and techniques. All while creating a happy, feel-good experience at each step of the journey. The concept features a well-organized layout, updated branding, and plenty of room to breathe —giving the site a comforting, but clean look and feel.
Now the letter seals and accessories truly shine, and compelling copy helps to tell their branding story. Editorial, bright photography paired with design details and engaging copy will keep their customers scrolling and encourage clicks —and ultimately, purchases.
"Polka Dot" Hero Shot
"Desktop" Hero Shot
Deluxe Handle Product Shot
Wooden Handle Product Shot
The new site is boasting a higher than average conversion rate and great engagement. SEO is doing spectacularly for the site, accounting for over 70% of traffic and 60% of revenue.
In this midst of 2020, many people have been returning to the craft of letter writing. Karen tells us that “customers who grew up writing letters, but fell out of the practice, are tickled to find new stationery and wax seals as they pick up their pens again.” With the onset of Zoom overwhelm, people have returned to sending letters, and Letter Seals’ solid SEO performance means that searches for supplies are headed their way. That’s exactly the goal!
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