HEFT | Personal Business
Changing your expectation of deskware
Overview
This is my personal startup story. In early 2021 during the third national lockdown a friend and I came together with the idea to develop an on trend aesthetic deskware brand.
With the advent of Covid-19 working from home was not only more popular but a necessity. We saw an opportunity to provide products people would want to display on their desks not ones they simply had to.
We partnered up and forged ahead with crafting a business and brand.
A focus on handmade quality through images
What is luxury in the modern day? Authentic, small quantity, sustainable and handmade.
If we wanted people to believe the objects they were buying weren't made in a factory thousands and thousands of miles away we had to prove it.
Branding
We decided upon the name 'HEFT', being both short and memorable whilst resonating with the products we wanted to create and their materiality.
The logo reflects the design methodology of the products, the outside being sharp, the inside with rounded corners.
Colour
A pared back colour palette with key highlight colours based off the products themselves. This helped to gel our 'Instagram' aesthetic at the time through to the website.
The white background was important as the main pops of colour on the website were reserved for the product or the main purchase CTAs.
The website
Created using the low code tool Webflow the website put the objects centre stage. Custom icons for each object to clearly display size were made as well as shipping and care instructions being forefront on product pages.
Improving the conversion rate
Once operational we mapped out the user flow to identify how we might improve the conversion, user journey and reduce drop off. We identified we could add 'buy now' buttons and integrate Apply pay.
The buy now buttons enable consumers to navigate straight to the checkout page. Apple Pay reduced the barrier to checking out as the need to input a significant amount of personal details was removed.
Outcomes
Heft created an established user base and community with
over 8K followers on Instagram.
We stocked products in stores across the UK, including The Design Museum in London.
