Watkins

Website Redesign and Brand Story Enhancement for Watkins

Watkins is a historic brand, founded in 1868, known for its high-quality natural products, including spices, extracts, and remedies. With a long-standing presence in the U.S. market, Watkins needed a refreshed look that honored its legacy while modernizing its digital presence. My role in this project focused on the website redesign and enhancing the brand story through a dedicated landing page to celebrate its history and reinforce its value.

1. Website Redesign

I was responsible for giving Watkins’ website a visual renewal, aligning it with contemporary design trends while preserving the authenticity and historical charm that the brand is known for. Key aspects of the redesign included:

• Modernizing the site’s look and feel while maintaining elements that reflected the brand’s 150-year history.
• Introducing a clean, user-friendly interface that made the site more accessible and visually appealing across devices.
• Highlighting Watkins’ signature products through refreshed imagery and updated layouts to enhance product presentation.

2. Brand Story and Special Landing Page

To complement the visual redesign, I worked on a special landing page dedicated to Watkins’ heritage, reinforcing the brand’s historical significance and ongoing relevance in the market. This page was designed to:

• Tell the story of Watkins’ evolution, using key historical milestones and vintage visuals.
• Celebrate the brand’s commitment to quality and sustainability while showcasing its enduring presence in American households.
• Provide an immersive experience that connected visitors with the brand’s rich history.

3. User Experience and Visual Consistency

The new look of the site was crafted to create a cohesive and engaging user experience, ensuring that every element — from product pages to brand storytelling — was aligned with Watkins’ identity. Key elements included:

• Ensuring a consistent visual language across the site that balanced modern design with the brand’s vintage appeal.
• Enhancing navigability and ease of use to improve customer interaction and engagement with the site’s content and product offerings.

4. Market Presence and Brand Value

By refreshing the site’s look, the redesign helped strengthen Watkins’ position in the U.S. market. The revamped website not only showcased the timeless quality of their products but also reinforced Watkins’ place as a trusted brand for both longtime customers and new audiences.