Following on from a review of their company and brand with brand strategy specialist Benubi, Coastal Group took the plunge at the end of last year to invest in a rebrand and in a new, more advanced ecommerce web platform.
Coastal MD Loren Jenner comments: “We had a growing portfolio of own brand door and window hardware and were concerned not to dilute their presence, or confuse our customers, with multiple brands. We also service a wide spectrum of customers – from joinery manufacturers, aluminium system houses, fabricators, through to the PVC and composite door market and architects/specifiers – all with differing needs online and we wanted to give them the ultimate online experience.”
“Our Technical and Marketing Teams have been working hard since the start of the year on build for the new website and a complete rebrand for the company, bringing together our BLU, DURATIQUE and GLACE product ranges under one strong brand identity. We’ve listened to the needs and wants of our customers and the end result of new website and brand is pretty spectacular, with great feedback coming in from our customers now the site is live.
“We’re bringing a whole new ‘Sense of Purpose’ to the door and window hardware market enabling our customers to maximise the value of their products and stand out in an increasingly competitive market.” adds Loren.
Marketing Manager Neil Jones says, “Our new logo icon is made up of two important parts – the circle representing the ‘seal of quality’ and the benchmark symbol portraying the quality craftsmanship our products help door and window manufacturers achieve”
“We’ve simplified our brand offering for our customers. Our BLU 316 Stainless Steel, DURATIQUE Antique Stainless Steel and GLACE Solid Brass Hardware Ranges remain but all come under the new COASTAL branding.”
“Coastal’s new advanced ecommerce web platform brings a whole new experience to the user and a host of benefits to customers, integrating many of the features requested by our customers. It includes a new Product Filtering System to find your desired products quicker, a Quick Order feature to speed up your purchase, a Suited Hardware Range section so you can view Antique, Classic or Contemporary ranges together. There is a dedicated Resource section designed to help with your door and window production and much, much more. What’s more it’s been optimised for mobile use so you can make use of the site while on the go. We’ve brought a whole new meaning to the online experience for door and window hardware.” says Neil.
“But there’s more to a brand than a logo, pretty colour scheme and quality website. That’s why we invest heavily into our people,” concludes Loren.