From catch to customer
Sykes is a family-run business with over a century of experience. They are a brand built on quality, with only the finest raw materials selected. They provide restaurant-quality frozen fish & seafood, direct to your home. Fish, Prawns, Lobsters, Crab Legs, Scallops, Shrimp, Squid, Salmon, Halibut & more.
Sykes came to us to update their brand and web presence. With the brand growing and becoming a household name, they needed a platform to meet the demand for wholesale quality seafood. It needed to be a seamless transition that echoed the expertise of the brand. We attended several site visits and maintained a close relationship throughout the entire scope of works.
We began the discovery phase with a series of workshops containing tasks aimed at gaining a deeper understanding of not only the user but also the business. Sykes, being a wholesale B2B brand, had various complex technical and business processes required to fulfill their orders, such as tiered account pricing and also quantity-based pricing models.
As this wasn’t your average e-commerce site, we developed a service blueprint as a team, which uncovered some key opportunities. Partnered with user research and persona outputs, we developed a clear direction for functionality and design.
I led the design phase as well as creating wireframes with the UX team. Created hi-fi designs, and managed client communication/presentations. Keeping a premium look and feel for the updated brand was imperative. We created a fully responsive e-commerce website, offline media, digital brand guidelines and a premium playbook to echo the quality and expertise that Sykes offers.
Feedback from the client was exceptional, with sales increasing by over 40% since the launch.
Alongside the brand and web presence uplift, we created an updated packaging suite to sit across Sykes’s sister companies. We wanted to echo the longevity and loyalty of the brand within its new logo. I created a circular, traditional yet powerful new identity to give Sykes prominence across the board.
