Crestwood Interiors

The Brief

I rebranded Crestwood of Lymington as it expanded from a long-established Hampshire showroom into UK-wide interiors retail, under a new public name: Crestwood Interiors. I designed the identity, the website, and the online shop, including the order-management system behind it.

Live site: crestwoodinteriors.co.uk

Crestwood of Lymington has traded for more than twenty-five years as an independent interiors showroom: kitchens, bathrooms, flooring, curtains, shutters, awnings, and full interior projects. Customers come in person to compare materials, plan rooms, and arrange measuring and fitting.

The existing website reflected that showroom. It did not sell. There was no catalogue, no checkout, and no way for the team to take and fulfil orders online. Expanding into nationwide retail meant a complete overhaul of the online presence, and a name that could travel beyond Lymington.

The Name

Crestwood of Lymington is the right name for the showroom. It is recognised locally, it sits on the building, and it belongs to fitted work that still happens in Hampshire.

It is the wrong name to put alone on a national shop. A town in the title suggests a local-only service. Product pages, advertising, packaging, and email need a name that reads as a retailer anywhere in the UK.

I did not discard the showroom name. I designed a dual identity for one company.

Crestwood Interiors is the retail brand: furniture, lighting, accessories, mattresses, UK delivery. It leads on the website, the shop, and digital channels.

Crestwood of Lymington remains the showroom brand: the premises, measurement, fitting, and project work.

Both names share the Crestwood logomark, the same palette, the same type, and the same manner. Online shopping leads with Interiors. Showroom and fitted work lead with Lymington. The two should feel like one house, not two businesses.

Identity

I kept the Crestwood logomark as the constant through the rename: the teal circular device with the company crest and letter C. It is already known from the premises, and it is the one element that should survive at every scale, from a favicon to a vehicle.

Around it I designed a full lockup system. Two wordmarks, Interiors and Lymington, share the same letter rhythm and the same relationship to the mark. Colourways in teal, black, and white cover linen backgrounds, dark surfaces, print, and email.

On the website the logomark sits at the centre of the header, with search, account, and bag to the sides. The brand holds the middle of the frame. Commerce tools do not.

The visual language is editorial and restrained, closer to an interiors publication than to a typical online store. The aim was the atmosphere of the showroom: calm, material, well lit.

Linen (#F9F8F6) is the canvas, not white. Ink (#141615) is used for darker editorial passages. Teal (#1F9EA7) is the brand colour, limited to the logomark, rules, and primary actions so that it continues to mean Crestwood.

Titles are set in Fraunces, a serif with editorial weight rather than heavy display. Body, navigation, and prices are Open Sans. Headings carry the character; the supporting type stays clear.

Photography does most of the communication: rooms, close material detail, and the showroom itself. Heroes are composed as full images with type held in overlay, not dropped onto a photograph. Department and category icons are hand-drawn, so the navigation feels like interiors rather than generic software.

Department pages share one rhythm: a full-bleed hero, a short introduction, the range, and a clear choice to visit the showroom or shop online. Variation sits in the content, not in a new layout for every service.

The Website

The site has to do two things at once: sell products across the UK, and bring people into the Lymington showroom for projects. I designed the homepage to hold both, in a single sequence, without turning into a directory.

It opens on the full offer, online and in Lymington, with two equal actions. The live shop follows, then the showroom departments as large image tiles: kitchens, bathrooms, flooring, curtains, awnings. Furniture is also shown in a room, not only on a white card. Navigation follows the same split: departments on showroom pages, shop categories once someone is buying.

The shop, product pages, bag, checkout, and account are part of the same design, not a store theme attached afterwards. Cards are square, rules are quiet, teal is reserved for actions. A dedicated mattress range sits inside the same system.

Behind the storefront I designed and integrated a full order-management system, so the team can run the catalogue, take payment, and process orders. The public site is a complete retailer, not a brochure with a purchase button.

The result is one company, correctly named for two kinds of work: Crestwood of Lymington in the showroom, Crestwood Interiors online. The logomark, the visual system, and the website hold those together as a single interiors destination.