Le Creuset, the upscale cookware brand, is revamping its digital offering in the EMEA region as it looks to increase its direct-to-consumer sales, particularly in the light of the new face of retail following the pandemic.

The brand employed agency R/GA London to transform its e-commerce offering across Europe, starting with the U.K. site followed by a staggered launch across the region’s 19 markets.The aim was to transform the utilitarian e-commerce experience into a destination through new stories about product craft, heritage and lifestyle benefits.  

The new offering includes editorial content, such as smart recipe recommendations based on what products a customer has bought as well as their dietary preferences. The redesign involved creating a new design language called "One Le Creuset"  based in a bold use of color with a "playful" tone of voice and elegant typography. It's aimed at simplifying how the brand showcases its products, celebrates its heritage and strengthens its stake in food culture.

While Le Creuset is still sold via retailers, its direct-to-consumer offering is becoming more important with the rise of online shopping and the disruption caused by coronavirus.

"Re-imagining our digital ecosystem in response to the disruption facing the retail sector has been an ongoing priority for our business long before the global crisis we’re now facing came along. However, it goes without saying that Covid-19 has accelerated the importance of having a market leading D2C offering and e-commerce platform," said Christopher Koller, consumer & digital experience director at Le Creuset EMEA, in a statement.

"Our research uncovered the insight that there is a true emotional bond with the product and brand. We set about creating an experience that captured the unique DNA of Le Creuset and could scale to every touchpoint," added Rebecca Bezzina, SVP managing director R/GA London.