Scope:
Brand Identity, Website Design, Ecommerce, Email Marketing
Collaborators:
Website Development by The Local Folk
Franky's is an Australian homewares brand creating design-led pieces for dining, entertaining and everyday living. From its signature placemats and coasters to table linens, bath and beyond, Franky's brings colour, personality and thoughtful design into the everyday home.
We partnered with Franky's to strengthen the brand from the foundations up - repositioning its identity, refining the ecommerce experience and building an email marketing ecosystem designed to turn more customers into repeat customers.
Franky's had established a strong product offering and loyal customer base, but the brand experience hadn't evolved at the same pace as the business.
The opportunity was to move beyond a product-led online store and create a more distinctive lifestyle brand — one that could communicate the value of its products, support expansion into new categories and create a stronger connection between brand and performance.
With ecommerce at the centre, every touchpoint needed to work harder: from how customers discovered and shopped products to how Franky's continued the relationship after purchase.
We repositioned Franky's with a new brand identity centred around a design-led but lived-in approach to home and entertaining — balancing retro influence, playful colour and expressive illustration with a more sophisticated visual system.
We then completed an in-depth ecommerce and website audit, identifying opportunities across navigation, product discovery, storytelling, conversion and cross-selling. This informed a refreshed website direction designed to make shopping easier, communicate product value more clearly and help customers discover complementary pieces and curated settings.
Finally, we extended the new identity across email marketing, redesigning both campaigns and automated flows. From welcome and post-purchase through to abandoned cart, win-back, back-in-stock and reviews, we introduced stronger segmentation, storytelling, cross-selling and retention strategies throughout the customer journey.
The result is a more cohesive and commercially considered Franky's — where brand, ecommerce and retention work together rather than in isolation.
The new system gives Franky's a stronger identity, a more considered online shopping experience and an email ecosystem designed to increase conversion, encourage repeat purchase and grow customer lifetime value.
Most importantly, we've created a foundation that can grow with the business — allowing Franky's to expand beyond individual products into a recognisable home and lifestyle brand.
