Project
Hardanger Bestikk has been designing and producing quality cutlery in their family factory by the fjord in Kinsarvik for over 60 years. We partnered with them to create a new online shop and carry out a full rebrand, covering everything from the logo and visual identity to brand content.
As a brand that spans generations, representing craftsmanship and tradition, Hardanger Bestikk continues to expand its range, including the development of contemporary products. To make their rich product portfolio more accessible and easier to navigate, we designed a system that positions items into Heritage and Contemporary categories. This product system was created with consumer insights at its core.
(Work developed under ANTI)
Challenge
Despite an impressive 90% brand awareness in their markets, Hardanger Bestikk faced increasing competition from mass-market homeware retailers. While their brand was well known, consumers’ understanding of their product ranges was less clear. As traditional retailers shifted, a stronger, more robust e-commerce strategy became essential. The goal was to transition product presentation from a tactile to a visually tactile experience for online sales.
In the competitive “Nordic Design” segment—dominated by Danish and Swedish styles—Hardanger Bestikk needed to establish a stronger identity. This included highlighting Norwegian craftsmanship and the functional design values that set them apart. Additionally, a generational shift in buying behaviour, particularly in household decisions such as cutlery purchases, posed a challenge. With cutlery seen as a “negotiated purchase” shared between partners, decisions were driven by a mix of style, function, and shared values.
Solution
At Nonspace, we designed a comprehensive e-commerce strategy that addressed these challenges head-on, combining user experience (UX) and brand storytelling to strengthen Hardanger Bestikk’s positioning.
We created a new digital platform to tell the brand’s story while simultaneously driving sales. The rebranding not only refreshed their visual identity but also laid the groundwork for a seamless e-commerce experience.
Key components of this approach included:
Product Strategy & UX Mapping: A structured approach was developed to clearly differentiate between Heritage and Contemporary product lines, making navigation intuitive for users.
User Flows for Sales: We designed e-commerce user flows that were easy to navigate, guiding consumers from discovery to checkout with minimal friction. Every step was optimised to enhance the shopping experience and drive conversion.
UI Design & Visual Identity: The user interface was designed to reflect Hardanger Bestikk’s brand values, blending heritage and modernity. The clean, functional design helped establish a consistent brand presence across devices.
Brand & Product Content: Through art direction, copywriting, film, and photo production, we helped Hardanger Bestikk communicate the craftsmanship behind their products and the emotional value of owning a piece of Norwegian tradition. Engaging content was integrated throughout the platform to build brand loyalty while informing purchase decisions.
E-Commerce Framework: The website was built on a scalable platform, ensuring stability and adaptability as the brand grows. Product management tools, including product pages, sorting, filtering, and gift card integration, streamlined the shopping experience.
Responsive & Mobile-Friendly Design: The platform was designed to be fully responsive, providing optimal display on various devices such as smartphones, tablets, and desktops. It was compatible with the latest versions of Safari, Chrome, Firefox, etc.
Social Media Integration: The platform supports secure and stable integration with social platforms, aligning with design and marketing strategies.
Search Engine Optimization (SEO): SEO was enhanced with an automated keyword optimisation plugin, and the SearchWP plugin provided advanced search functionality.
User Account Features: A “My Page” feature allows users to manage personal information, review order history, and more. A custom dealer login system enables controlled access to specific files for retail partners.
Payment and Currency Support: The site supports multiple currencies, with integration for Stripe and PayPal, and secure payment gateways are protected by SSL certification.
Gift Guide & Product Marking: We introduced a custom template to link products to curated gift guides, and a robust taxonomy system for filtering and categorising products based on user needs.
Video and Email Marketing Integrations: Enabled cloud-based video hosting to improve performance, and MailChimp integration for personalised customer newsletters.
Results
Through this proactive shift towards direct-to-consumer e-commerce, coupled with a redefined retail strategy, Hardanger Bestikk has secured its position as a brand for every Norwegian home—one that is prepared to meet the expectations of a new generation of consumers.
By merging product strategy, content creation, and thoughtful design, we not only improved product visibility but also strengthened the emotional connection between the brand and its customers. The result is an online platform that embodies the craftsmanship and heritage of Hardanger Bestikk while paving the way for future growth.