Branding, website and social media for the CabKing product line for Reentel International Inc. of Westmont, Ill.
CabKing cabbing machines are used by lapidary professionals, hobbyists and beginners worldwide to make gemstones. Reentel International Inc. owner Neer Patel wanted to update his CabKing branding and website to appeal to CabKing customers and increase interest in lapidary as a hobby.
The updated logo better represents the cabochon shape his cabbing machine makes. And the restrained gold, black and white color palette implies the timeless quality of the design while the solid, slab serif typeface suggests the sturdy build of the machines.
The redesigned e-commerce website has lots of new, user-friendly content, including graphics showcasing CabKing features, an online product registration form and a FAQs page for additional customer support. Website traffic has been steadily increasing since the redesign's launch. In 2019, CabKing joined Instagram, which was the beginning of a concerted effort to connect with the lapidary community online. In addition to showcasing customer work, I create graphics that showcase the brand's sense of humor.
“Along the way Tippi has been proactive with ideas, responsive to my needs and dedicated to making the work she does stand out. She has been very cautious to make sure details are paid attention to and that we are forward thinking in our approach. I’m excited to be launching our next initiative with Tippi.”