Lenox Corporation has kicked off a rebranding campaign with the refresh of three of its websites, including Lenox, Dansk and Reed & Barton.
After partnering with market research companies this past year to identify the potential target consumer and his or her purchasing behavior, Lenox said it has redefined its brand position for today’s digitally savvy consumer.
“Our goal is to rejuvenate the brand so that it appeals to all consumers,” said Mads Ryder, CEO of Lenox Corporation. “We’ve taken a clean, modern approach to the website’s design and user experience.”
The company’s revamped websites will feature a more intuitive shopping experience complete with direct and simplified navigation, product color and pattern swatching, a straightforward personalization process, shop by collection features, and navigation between the different brand websites. Additionally, the Lenox branded website will provide in-depth content for the consumer including entertaining tips, recipes, table-setting tricks and more.
A new logo design, packaging identity, photography, colors and voice were developed for each brand and will be incorporated in the coming year. The new Lenox.com reflects the concept of, “Inspired by heritage, designed for now.”
The Dansk website will have a deliberately minimal theme accented with a playful feeling and unexpected pops of turquoise, the company noted. The Reed & Barton website will reflect the brand’s rich history steeped in heritage and tradition.
“As we look to the future, we need to ensure that Lenox continues to elevate the way Americans eat, entertain and celebrate at home,” Ryder said.