Case Study
The Waiter’s Friend Company
Waiter’s Friend approached us as they sought to solidify their digital presence in the highly specialised wine-service accessories market.
Bringing a Heritage Brand into the Digital Age.
With over 30 years’ experience supplying wine and drink-ware to restaurants, bars and hospitality clients, they needed a website that reflected their heritage while appealing to modern trade customers and bespoke branding clients. The challenge was to design an experience that addressed multiple audiences — trade (business accounts), custom branded products, and direct retail buyers — while clearly communicating the product range (corkscrews, glassware, wine-cooling, etc) and customisation capabilities.
Designing for Trade, Customisation & Clarity.
We began with a brand-audit and user-journey mapping exercise, identifying core user segments (hospitality professionals, event organisers, brand managers). We defined the brand properties as: heritage / quality / customisation. From there, we designed a visual identity and website structure that positioned Waiter’s Friend as both a trusted specialist (30 years’ heritage) and an agile, custom-branding partner. We created a modular site architecture with clear navigation: Featured products → Custom branded solutions → Trade account registration → Contact/enquiry.
Communicating Premium Quality & Trust.
The homepage opens with a hero banner featuring rich imagery of wine service and the headline: “Elevating Wine Service Accessories for Trade & Brand Partners”. Beneath, we present key value propositions: over 30 years’ experience, bespoke branding, fast turnaround. We developed a complete design system including card components (for products and categories), icon library (for service & custom-branding features), button styles (primary, secondary) and responsive grid layouts.
A Platform Built for Engagement & Conversion.
The launch of the new Waiter’s Friend website established a digital presence that speaks to their heritage, customisation expertise and premium offering. Visitors now clearly understand the full product range and custom-branding capabilities, with easier access to trade accounts and quotation forms. Early feedback from trade clients has highlighted the improved clarity and user-experience of the site. The modular website architecture provides a scalable platform for future product additions, custom branding options and content expansion (e.g., brand stories, case-studies).
