Rebrand
DaWanda
Growing the marketplace without losing the makers.
Higher conversion, satisfaction and engagement
A mobile-first relaunch with 10× faster loading, increased merchandise sales and a German Design Award special mention in 2015.
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DaWanda’s red-and-white identity appears across a laptop, stationery, illustrated wrapping paper, a tote bag and stacked DIY boxes. Red line drawings of craft tools, household objects and hearts repeat across the applications, alongside the DIY with love wordmark.
Supporting international growth at DaWanda
DaWanda was expanding internationally as mobile use grew. The relaunch connected a flexible identity around makers and their individual products with the shopping experience.
Leading the brand relaunch
Kerstin Ludwig joined DaWanda as Art Director while the rebrand was underway and led the complete brand relaunch. She was subsequently asked to lead and scale the design team as Creative Director. The identity was created in-house, with Gedankenfabrik as a creative partner.
An identity shaped by individual products
The visual and verbal expression drew on distinctive local products and the people making them. A flexible secondary colour approach allowed the identity to respond to different markets while keeping the core brand recognisable. The marketplace could adapt its presentation without losing the personal, creative quality people associated with DaWanda.
Brand expression in the mobile shopping experience
The wider relaunch took a mobile-first approach. Larger product imagery, improved flows and features such as a gift finder supported the experience alongside the new identity. Loading became ten times faster in the digital relaunch, helping people browse and discover products on tablets and smartphones.
Higher conversion and engagement
DaWanda’s relaunch increased conversion and engagement, particularly on tablets and smartphones. Customer satisfaction and merchandise sales also improved. The native app launch followed in 2014, recording over 100,000 installs in its first week. The brand work received a German Design Award special mention in 2015.
The resulting identity gave DaWanda a platform for further category development. DIY with love extended that platform from finding handmade products to making things yourself.
Capabilities
- Brand positioning and expression
- Art direction
- Visual identity
- International adaptation
- In-house creative leadership