Brand & Website Transformation for a Sustainable Supplies Wholesaler

Lime Supply has long been a trusted provider of cleaning products, supplying businesses with the essentials they need to keep sites running smoothly. But as customer expectations shifted and sustainability became a real decision-driver, not just a nice-to-have, Lime Supply knew it was time for change. 

The ambition was clear: move away from being seen purely as a cleaning supplies business and step confidently into a new space as a sustainable supplies brand. One that could appeal not only to existing account customers, but also attract new business and passing trade looking for greener alternatives. 

That repositioning needed to be reflected everywhere, from the brand itself, to how customers experience the website, search for products, place orders and manage complex accounts. The existing site wasn’t set up to support that vision. Navigation needed simplifying, journeys needed tightening, and the overall experience needed to feel cleaner, clearer and more aligned with Lime Supply’s sustainability values. 

We began with a kick-off workshop to gain a clear understanding of Lime Supply’s business goals, target audiences and technical requirements. Ensuring that every decision that followed was informed by genuine customer insight and commercial priorities.

Brand redevelopment 

We refreshed Lime Supply’s brand to support its new sustainable positioning, including an updated logo, refined brand and a refreshed colour palette inspired by sustainability. This was supported by a clear tone of voice guidance, defined brand imagery, fonts and iconography, alongside the integration of the Lime Sustainable Supplies positioning line. Together, this created a consistent and flexible brand look and feel that could be confidently applied across all digital touchpoints. 

UX-led website design 

With the brand foundations in place, we moved into a detailed UX discovery phase to gain a deeper understanding of how users interact with the site and where the experience could be improved to work more effectively for both users and the business. 

User surveys and testing 

We gathered direct feedback from real users to understand how they browse, search and purchase, helping us design an experience based on actual behaviour rather than assumptions. 

Analytics reviews to identify friction points 

By reviewing site data, we pinpointed where users were dropping off or struggling, allowing us to remove barriers and improve conversion-focused journeys. 

Competitor research to benchmark expectations 

We analysed competitor experiences to understand industry standards and user expectations, ensuring Lime Supply’s website met and exceeded what customers expect from a sustainable supplier. 

Persona development to reflect different customer types 

We created detailed user personas to represent Lime Supply’s varied audiences, enabling us to design journeys and content that feel relevant to each user’s needs and priorities. 

User journey mapping from browsing to ordering 

We mapped key journeys across the site to simplify critical tasks such as product discovery and checkout, making the experience intuitive, efficient and easy to complete. 

Visual design & website build 

Once the structure was right, we brought the new brand to life through the website’s visual design. Every UI component, module and page template was carefully styled to feel cohesive, modern and aligned with Lime Supply’s sustainable identity. 

Behind the scenes, the site was built to handle complexity without it feeling complex to the user: 

• Ecommerce functionality 

• Salesforce integration 

• Complex customer accounts 

• Site-by-site ordering for multi-location businesses 

Key experience improvements 

To directly support Lime Supply’s growth goals, we focused on features that would remove friction and add value:  

Enhanced search 

• Predictive search that anticipates user needs as they type
• Refined results showing the most relevant products first
• Filters to help customers make sustainability-led choices 

Guest checkout 

• A streamlined checkout for first-time users
• No forced account creation
• Faster, easier purchasing with fewer drop-off points 

All of this combined to create a website experience that feels as clean and considered as the products Lime Supply now stands for. 

The result is a cleaner, greener website that supports Lime Supply’s evolution into a sustainable supplies brand both visually and functionally.

The new website makes it easier for customers to discover sustainable products, complete purchases and manage complex accounts, positioning Lime Supply as a credible, go-to choice for both new and existing customers. 

Key highlights: 

• A refreshed brand that clearly communicates sustainability credentials 

• A website experience designed around real user needs, not assumptions 

• Easier product discovery through improved search and navigation 

• Comparison tools 

• Full ESG supply chain reporting 

• Lower barriers to purchase with guest checkout 

• Tree planting schemes 

• A scalable e-commerce platform that supports complex customer accounts and future growth 

By combining the new brand, UX insight and technical delivery, we helped Lime Supply confidently step into its new positioning as a leading sustainable supplies provider and developed a digital platform to match.

The result supports customer acquisition, simplifies the purchasing journey and provides a scalable foundation for future growth.