Archives: Websites

eCommerce Websites

Moo

By Catalin Zorzini / May 4, 2023

Design and print customised Business Cards with MOO! Print a different image on each business card – upload your own design, logo, text and photos online.

DITTO

By Catalin Zorzini / May 16, 2023

Shop for optical glasses and sunglasses from great designers. Create a DITTO and virtually try-on glasses to see if they fit.

Incase

By Catalin Zorzini / May 4, 2023

We design solutions centered on protection and mobility to meet the demands of today’s creatives.

Swoon is a British furniture retailer selling direct to consumer in pounds, covering sofas, chairs, beds, tables, storage, lighting and accessories. The catalogue is organised as much by style as by room, with Mid-century, Scandi, Art deco, Industrial and Contemporary sitting alongside Living Room and Bedroom. The store runs on Magento Enterprise with a headless React front end built on Magento PWA Studio.

Website Design

Navy with a named accent set. The core colour is a deep navy, extended into light, medium and shade steps, and the accents are named rather than numbered: antique brass, salmon, honey, coral, ash grey and a warm off-white called spring wood. The neutral ramp adds a dozen further steps, from liquorice and anthracite to platinum and aluminium.

One typeface, three weights. JuliSans carries the entire site in Light, Regular and Medium over a Helvetica and Arial fallback. There is no serif and no display face, so hierarchy comes from size and weight alone.

An app shell rather than pages. The front end loads as a single JavaScript application with a minicart and drawer navigation, so category and product views swap in without a full page load.

Shopping Experience

Depth over curation. The default category holds 4,865 products, including 1,043 sofas, 485 storage pieces, 475 tables, 459 chairs and 457 bedroom items. Clearance alone runs to 2,368 lines.

Fabric chosen as a swatch, not a dropdown. Upholstery is a configurable option with labels that name the weave, the colour and its family, for example “Easy Velvet | Bordeaux | Pinks & Purples” or “Smart Wool | Porcelain | Warm Neutrals”, and a separate Swatches section lets shoppers order samples first.

Speed as a merchandising axis. A Speedy Designs category of 1,661 products sits beside the made to order ranges, so lead time becomes a way to shop rather than a footnote at checkout.

Prices stated on the grid. Homepage cards show the figure directly, such as £329 for Penfold, £729 for Noah and £1,019 for Sandon, with configurable pieces marked “As low as” and a from price like £2,099.

Brand Storytelling

A promise in one line. The homepage opens with “Designed for the home obsessed. Made to keep forever.”, and the store positions itself on making rather than discounting.

Copy written in the first person. Product descriptions argue for the piece in the brand’s own voice. The Nygard sofa page opens “We think the Nygard sofa is your ‘One’. Why? Because we spent 14 gruelling months getting it just right”, then works through the cushion domes, the arm wadding and the spring and foam mix.

Notable Features

A 100 day home trial. The trial and a 10 year guarantee are stated as homepage pillars, with free returns inside the trial window.

Klarna at the payment layer. The Klarna web SDK loads on every page, placing instalment messaging alongside the standard card path.

Address lookup at checkout. A postcode lookup service loads site wide to complete UK addresses from a partial entry.

Live chat on every page. A Zendesk support widget loads across the storefront, so the help route sits in the same layer as the basket rather than behind a contact form.

Greats

By Catalin Zorzini / September 11, 2026

GREATS sells premium leather sneakers, loafers and slip-ons for men, with women’s sizing available, positioned around “Premium materials. Timeless design. Everyday comfort.” Navigation splits by style, material (leather, suede, Polartec, vegan leather) and color, alongside an accessories range of laces, socks and shoe care. Built on Shopify.

Website Design

A near-black and white system. Buttons, headlines and structural text run on a near-black close to #141415 against white and off-white panels, with mid grey used only for supporting copy. There is no accent color; contrast alone carries the hierarchy, and the same near-black repeats across buttons, borders and hover states rather than introducing a second tone.

A condensed display face over a workhorse body font. Headlines use a heavy, condensed style close to Archivo Black and HelveticaNeue-CondensedBlack, while running copy sits in Helvetica Neue. The pairing gives headlines a poster-like weight against plain body text.

Campaign-led hero, restock strip beneath. The homepage opens on a seasonal campaign, “The Summer Rotation” at the time of research, then moves into a “Just Restocked” section before featured collections, so returning shoppers see availability news ahead of the catalogue.

Shopping Experience

Filters run three ways. Style, material and color each get their own filter group on the men’s landing page, letting shoppers narrow by construction as easily as by look.

A stated free shipping threshold. A banner across the top states free standard shipping on US orders over 125 dollars, set above the main navigation rather than inside cart or checkout only.

Zoom and gallery tools on product pages. Product imagery uses a magnifying zoom plugin and a lightbox gallery, letting shoppers inspect leather grain and stitching detail beyond a standard product photo set.

Reviews sit directly under the buy box. Star ratings and written reviews load in a dedicated page section rather than a separate tab, keeping social proof visible without an extra click while a shopper is deciding on size or color.

Brand Storytelling

Origin story as a tagline. “Born in Brooklyn” is used as shorthand brand heritage, tying the product to a specific place rather than a generic craft narrative.

Everyday framing over performance claims. Positioning stays on comfort and material quality for daily wear, with lifestyle use cases named directly: travel, weddings and casual wear, rather than technical performance specifications.

Notable Features

A referral program in the footer. Alongside standard return and FAQ links, a referral program link sits in the footer, incentivizing existing customers to bring in new ones.

A detailed size guide. The footer links to a size guide with specific measurements rather than a generic sizing chart, useful for a leather goods category where fit varies by material.

Accessibility statement given its own footer link. Alongside privacy and data-request pages, an accessibility statement is listed separately, a less common inclusion among direct-to-consumer footwear sites.