John Lewis of Hungerford
When a British kitchen manufacturer with five decades of bespoke cabinetry excellence approaches digital transformation, the challenge extends beyond aesthetics. John Lewis of Hungerford, founded in 1972 in Oxfordshire, required a brand strategy that could translate the tactile quality of handcrafted luxury kitchens into a compelling digital narrative whilst honouring the heritage that has made them one of Britain's most respected names in bespoke kitchen design.
Felix&Friends embarked on a comprehensive brand development project that began with understanding the essence of what distinguishes John Lewis of Hungerford within the competitive luxury kitchen sector. Their kitchens marry proven traditional joinery techniques with contemporary manufacturing precision, creating bespoke cabinetry that brings individuality to every room in the home. This dual commitment to craft heritage and modern innovation became the foundation for the new brand identity and narrative strategy.
Through workshops and ongoing collaboration with the John Lewis of Hungerford team, Felix&Friends identified successes and weaknesses in the existing digital experience. The previous website obscured rather than showcased the kitchen portfolio photography to users on all devices. User experience testing revealed customers wanted immediate access to full-screen kitchen collections, intuitive browsing of various styles from contemporary to traditional designs, and clarity around the bespoke cabinetry process that sets John Lewis of Hungerford apart from mass-market alternatives.
The brand strategy work extended beyond resolving functional issues. Felix&Friends developed a narrative framework that positions John Lewis of Hungerford within the continuum of British craft excellence whilst speaking to modern expectations of luxury interior design. The messaging emphasises the handmade quality intrinsic to every kitchen, the Oxfordshire provenance that connects to Britain's furniture-making heritage, and the personalisation possible when working with master craftspeople rather than ordering from fixed catalogues.
For the website development, Felix&Friends balanced sophisticated visual presentation. The team created a highly bespoke backend architecture, allowing internal teams the flexibility to showcase the diverse kitchen portfolio without compromising the refined structure essential for luxury brand positioning. This approach meant migrating substantial existing content rather than starting from scratch, preserving SEO equity whilst dramatically improving how projects were presented.
Search engine optimisation received careful attention throughout the process. Felix&Friends worked methodically with existing URLs, ensuring Google's crawled pages maintained their rankings whilst eliminating outdated content that diluted the brand's positioning. The technical foundation supports long-term growth, allowing John Lewis of Hungerford to add new kitchen collections and cabinetry projects as the portfolio expands without requiring developer intervention for routine updates.