Founded in 2009 in the tranquil Devon countryside, Salamander Stoves has been designing and engineering stoves for over a decade. A family-run business with over 18 years of experience dealing in both antique and contemporary stoves, Salamander Stoves specialises in the design and manufacturing of their high-quality flagship stove, the Hobbit, which is engineered to offer the same benefits as a larger wood burning stove despite its small stature. Since the business was founded Salamander has grown from humble beginnings to also offer their Little Range Cook Stove as well as a range of bespoke accessories.
Although Salamander Stoves already had a functioning web presence, the original website was noisy and difficult to navigate. Outdated and bland, the website did not inspire the homely, down to earth atmosphere of putting your feet up in front of a warm wood-burning stove that the brand needed to emulate through their digital presence.
Salamander’s own flagship stove, the Hobbit, remains one of their most popular products due to its smaller stature and suitability for tight interior spaces. The new website design needed to showcase Salamander as a lifestyle-orientated brand, by conjuring the feeling of ghost stories by the fire, and long meandering walks at dusk through the English countryside. Case studies showcasing Salamander’s vast portfolio was an absolute must, as well as beautiful, crisp imagery of the cosy log cabins and converted campervans their products are best suited for.
In the same way that international luxury brands market their products as a lifestyle, Salamander Stoves needed a cosy, contemporary website that emulated the authentic, salt of the earth vibe of a humble, family-run business. With a clean, modern design and user-friendly navigation in mind, the team at Priority Pixels got to work developing a website with an honest, down-to-earth vibe that showcased an organic, wholesome lifestyle in the Devon countryside.
Rebuilding the website
The new website needed to showcase Salamander’s extensive portfolio and iconic Hobbit Stove. Beautiful imagery was also required, as well as links to their brochure and social media platforms including a blog regularly updated by the family. A functioning e-commerce store that was easily accessible was also needed, as well as a page listing the company’s partnerships so customers could find Salamander suppliers local to them.
Salamander Stoves needed an e-commerce store with a secure, functioning payment portal.
Priority Pixels were asked to rebuild Salamander Stoves’ original website with a fresh and modern twist. The key was updating the website with a lifestyle-driven design while also maintaining the SEO rich content the business had grown over a number of years.
Workshop and sitemap
The team started with a quick workshop to determine where a user’s journey would lead them as they navigated the original website and complicated sitemap. Landing pages were specifically created for Salamander’s iconic stove, The Hobbit.
We developed a simple yet efficient e-commerce store where customers would make a purchase using a secure payment portal. A map was also developed showcasing the many retailers who stock products from Salamander Stoves.
Website design and development
Simplified and made easier to navigate, the website was refreshed and modernised with beautiful crisp imagery and a simple yet engaging design. By portraying the high-quality and aspirational nature of the company, we were able to tell a story and portray a strong brand presence, as well as showcase their carefully crafted stoves through a lifestyle-lead design. Scrolling through the website itself conjures up feelings of warmth, roasted marshmallows by the fire, and the smell and sound of hot crackly logs. Bliss.
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