Dining table with a white runner, blue and white patterned vases with yellow flowers, black wireframe chairs, and a potted orange tree with ripe fruit against a blue wall.Cozy dining area with a wooden table, wire-frame chairs, yellow flowers in a vase, framed pictures on a blue wall, and an orange tree in a gold pot.

Bringing Colour to Commerce

TransformationCommerceStrategy
Transforming a Sample-Only Site into a Modern, Scalable E-commerce Experience

Crown Paints, a heritage UK brand with over 200 years of history, partnered with The Pixel to evolve from a sample-only website into a fully functional e-commerce platform. Built on Adobe Commerce, the new site supports full product sales and delivers a seamless digital experience from inspiration to checkout.

Smartphone screen displaying paint samples and pricing for Powder Blue, Runaway, Stepping Stone, and Teal shades.
Clear glossy liquid drop with two smaller droplets on a light background.
Close-up of a white paint roller with a slightly textured surface on a white background.
Hallway with doorways leading to a bathroom on the left and another room on the right, decorated with framed street and city name signs on a light gray wall.
Smartphone displaying Crown paint website featuring Stepping Stone light blue paint with plant decor image.
Two smartphones displaying Crown Paints website pages about dining room colours and blue colours with paint samples and navigation options.Two smartphones displaying Crown Paints website pages about dining room colours and blue colours with paint samples and navigation options.
challenge

Evolving from Sample Requests to Full Digital Commerce

Crown’s legacy website couldn’t support modern commerce:

  • Sample-only functionality prevented direct online sales
  • Customer journeys were disconnected, forcing offline purchases
  • Outdated infrastructure lacked flexibility and scalability
  • Customers expected intuitive, personalised digital experiences

The goal: build a modern platform that reflects Crown’s quality and meets today’s digital expectations.

APPROACH

Built for Scale, Tailored for the Customer

Discovery & Scoping
We collaborated with Crown to define requirements, map journeys, and align on technical needs.

Build & Integration
Adobe Commerce was used to create a scalable, SAP-integrated platform supporting both discovery and fast purchasing.

Customer Journey Design
We crafted two intuitive paths—colour-led and application-led—based on how customers shop.

Collaborative Execution
Despite complex requirements, we maintained design integrity with minimal workarounds, including enhancements for UK and Ireland deliveries.

Three smartphones displaying Crown Paints website pages featuring paint inspiration, walls & ceilings emulsion, and easyclean wood paint products.Three smartphones displaying Crown Paints website pages featuring paint inspiration, walls & ceilings emulsion, and easyclean wood paint products.
Two smartphones displaying a paint calculator on crownpaints.com, showing wall dimensions input and paint size options with prices.Two smartphones displaying a paint calculator on crownpaints.com, showing wall dimensions input and paint size options with prices.
SOLUTION

A Scalable, Customer-First Commerce Platform

The Pixel implemented a powerful Adobe Commerce solution, enabling:

  • A flexible, full-featured e-commerce site
  • Multi-territory readiness for future expansion
  • Multiple fulfilment options for convenience
  • Integration with SAP for streamlined operations
  • Dual journeys based on colour or application intent
results

Crown Now Trades Online With a Customer-First Commerce Experience

  • Full e-commerce functionality for the first time
  • Multi-territory setup for future growth
  • Seamless customer journeys from inspiration to purchase
  • A strong digital foundation for continuous evolution
Smartphone displaying Crown Paints website homepage with a woman painting a wall using a roller.
A clear, glossy liquid droplet and two smaller droplets on a light gray surface.
Modern bedroom corner with a beige upholstered headboard, neutral pillows, a wooden bedside table, decorative pot, framed art in a metal holder, and a wall-mounted lamp emitting warm light.
Paint roller partially covering a beige wall with white paint.
Smartphone screen showing curated paint colors with samples titled Dash Of Nutmeg and Endeavour, with options to view and sample.

Our Work

Our Work
SCREWFIX

Frictionless Shopping in Action

OSPREY LONDON

Optimising UX for Commercial Success

BULK

Migrating for Growth

Farrow & Ball

Designing a Premium Experience

JOJO MAMAN BEBE

Optimising for Peak Traffic

SCIENCE IN SPORT

100% growth in subscriptions, data-led UX approach

ARLO & JACOB

Creating a Luxury Digital Experience

POUNDLAND

Building Loyalty Through Personalisation

FARROW & BALL

Transforming eCommerce with Personalisation

Spectrum Brands

A Smooth, Seamless Upgrade with Zero Disruption

BAKER ROSS

Building flexibility and customisation

SCIENCE IN SPORT

Personalisation at Scale

University of Law

Seamless, Scalable, Built for Modern Learners

Science In Sport

Science in Sport: Inspiring Through Storytelling

BULK

High Performance eCommerce

Science In Sport

Science in Sport: Building Loyalty That Delivers

NATIONAL TRUST

Digital Transformation

Science In Sport

Unlocking Customer Insight

KCS Education

A Digital-First B2B Platform Built for Growth

SPECTRUM BRANDS

Launching a Global eCommerce Platform