Knock on Wood

Heritage-driven ecommerce experience, highlighting traditional craftsmanship, cultural authenticity, and a beautifully elevated design

Knock On Wood have been a valued client of ours for many years, and with the brand’s continued growth, they felt it was time for a refreshed website that better reflected the authenticity, heritage, and craftsmanship at the heart of their business. With a desire to elevate their design while retaining the cultural richness that defines their product range, they approached us for a full visual overhaul inspired by the traditions of Africa, Asia, and South America.

With decades of experience sourcing and supplying handcrafted instruments, they recognised the opportunity to lean further into the cultural stories and global artistry behind their products. What they needed was support in translating this identity into a contemporary, engaging online experience that honoured their roots while appealing to a wider audience of musicians, educators, and enthusiasts.

It’s been a pleasure working with the team at Knock On Wood. Within just a few weeks, we’ve delivered a thoughtfully upgraded website design that celebrates the brand’s heritage through authentic textures, warm tones, and culturally inspired aesthetics. The result is a beautifully crafted online presence that not only elevates their visual identity but also strengthens customer connection to the tradition and craftsmanship behind every instrument.

Bespoke culturally inspired icon set

As part of the visual refresh, we created a bespoke set of icons crafted to reflect the authenticity and cultural roots of Knock On Wood’s global instrument range. Each icon was designed with subtle references to traditional African, Asian, and South American patterns and shapes, giving the interface a handcrafted, organic feel. These illustrations bring character and warmth to the site, reinforcing the brand’s connection to heritage craftsmanship while enhancing clarity and usability throughout the customer experience.

Trade channel integration & VAT switcher

To support Knock On Wood’s long standing trade audience, we introduced dedicated trade channels alongside a VAT switcher that allows customers to toggle effortlessly between VAT inclusive and VAT exclusive pricing. This gives trade buyers, educational institutions and industry professionals the clarity they need when planning and purchasing in volume.

By providing straightforward access to trade specific pricing and visibility, the site now caters more effectively to the needs of both retail and wholesale customers. The result is a more flexible and trustworthy platform that better reflects Knock On Wood’s diverse customer base.