Archives: Websites

eCommerce Websites

Fitbit

By Catalin Zorzini  /  April 24, 2023

Fitbit

Find your fit with Fitbit’s family of fitness products that help you stay motivated and improve your health by tracking your activity, exercise, food, weight and sleep.

Citizens Of Humanity

By Catalin Zorzini  /  September 11, 2026

Citizens of Humanity is a Los Angeles premium denim label selling jeans, pants, tops, shirts, knitwear, outerwear and accessories for women and men, with a wholesale channel and an Aspen store alongside the direct business. The site describes it as “a Los Angeles-based premium denim label that has captivated the world with a devoted commitment to producing the highest quality denim, without compromise”. Prices sit between about $128 for a tee and $288 for a pant. Built on Shopify.

Website Design

Near monochrome by default. The interface is almost colourless: near-black text on white with pale grey panels for the checkout summary and footer. No accent hue is used for buttons or links, so all the colour on a page comes from the garments and the skin tones in the photography.

A serif wordmark over a sans interface. Chronicle Display sets the CITIZENS of HUMANITY lockup and section titles such as You May Also Like, while Soehne handles navigation, product names, prices and form labels, mostly in small capitals with wide letter spacing.

Grids with no containers. Category pages run four columns of full-height model shots that touch with no cards, borders or shadows. Under each image the style name sits in capitals, the wash name below it, and the price flush right on the same line.

Shopping Experience

Filtering on eight axes. The category header carries dropdowns for Category, Fit, Color, Wash, Fabric, Stretch, Rise, Length and Closure, plus a sort control. The main menu repeats the same logic, splitting the range by Fit, Fabric, Rise and Top Styles before any product is seen.

Measurements in the buy box. Product pages give closure type, rise, inseam, leg opening, the model height and the size worn, then fabric content and care. A Details accordion holds the specification and a Gift Wrap accordion explains the packing service.

Payment and giving at the same step. Shop Pay instalments are quoted under the price and a ShoppingGives round-up checkbox sits below Add to cart. Checkout leads with Shop Pay, PayPal and Google Pay, then card and Zip, with a $5 gift box in the order summary.

Brand Storytelling

Fits and washes are named, not numbered. Styles carry first names such as Savannah, Palma, Winslow and Ayla for women and London, Adler and Gage for men, and the washes get their own vocabulary: Lumiere, Boulevard, Dirty Martini, Earl Grey.

Fabric is the narrative. Shop by Fabric divides the range into Cashmere Denim, Cotton Silk Denim, Lumiere Denim, Italian Wool and Regenerative Cotton, and product copy explains the Regenerative Cotton Program and its work with farmers.

Notable Features

Styling sessions as a nav item. Women’s and Men’s E-Styling Sessions appear in both the menu and the footer, booked from the same page as the shop.

Looks Like and Feels Like. Every product page adds two one-line summaries under the description, one for appearance and one for hand feel, ahead of the full specification.

Guides sit beside the catalogue. Fall and Pre-Fall Lookbooks, a Denim Guide, Find Your Perfect Length and HUMANITY MAG are linked from the top level, and the footer carries a direct EU and UK contract withdrawal link.

Citizens Of Humanity Shop Category page example

Citizens Of Humanity Product page example

Citizens Of Humanity Checkout page example

Citizens Of Humanity footer example

Japan Center

By Catalin Zorzini  /  September 15, 2026

Japan Center

Japan Centre is a London based Japanese grocer and retail group, selling Japanese food, drink, tableware, books and gifts online alongside physical sites at Leicester Square, the Ichiba food hall in Westfield Stratford City, and shops in Finchley, Golders Green, Kingston, Swiss Cottage and West Acton. The online shop lists roughly 2,000 products across close to 290 categories and around 190 maker pages, priced in pounds. The site is a single page React application over BigCommerce, published in English and Japanese.

Website Design

Roboto with Japanese fallbacks. The type stack is Roboto and M PLUS 1p, falling through to Hiragino Kaku Gothic Pro, Meiryo and MS PGothic. The same stack serves both language versions, so the Japanese site renders in the identical layout without a separate design.

Red on grey. A hot red, #ef3e2f, with a lighter #ff5751 for secondary states, is the only strong colour. Everything else is neutral: the two text tokens are set as #343434 and #777776, with #e6e7e9 and #f9f9f9 for panels and dividers.

Client rendered throughout. Every page, product and category pages included, is served from one small HTML shell and drawn in the browser, so the entire catalogue sits behind a single template.

Shopping Experience

Five departments, then a deep ingredient tree. The top level is Groceries, Drinks, Lifestyle and Gifts, Gifts for Kids, and Magazines Books and Crafts. Below that the taxonomy gets very specific: red miso, white miso, barley miso and instant miso soup are separate categories, as are dashi noodle stock and tsuyu, bonito, kombu kelp, mochi, origami, calligraphy, teaware, and chopsticks and cutlery.

Grocery data on every record. Product records carry net weight and unit, a pack description, country of origin, a best before date, and separate online and warehouse stock counts, alongside ingredients, nutrition, preparation and usage fields. Gift wrapping is offered at item level.

Search and reviews run as services. Algolia powers search and its analytics, Reviews.io supplies the rating snippets, and a OneTrust notice handles consent, so the front end stays a thin shell over bought-in components.

Brand Storytelling

Editorial sits beside the aisles. The site carries roughly 350 recipes, a blog, and Know-how guides grouped by confectionery, cooking ingredients, drinks, tableware and other. A further set of explainer pages covers single ingredients: sake, ramen, udon, panko, soy sauce, furikake, Japanese vinegar, Japanese rice and Japanese tea.

Company pages make the sourcing argument. Authentic Products, Delivering Inspiration, History of Japan Centre, Japan Centre People and Wholesale Suppliers each get a permanent page rather than being folded into one About block.

Notable Features

Bilingual by URL. English and Japanese versions sit under /en and /ja with hreflang pairs across the sitemap, blog posts included.

Maker pages as a browse axis. Close to 190 producers have pages of their own, so a shopper can move from one item to everything else that maker supplies.

Locations include the food counters. Alongside the shops, the location directory lists a mochi bar and the Ichiba mochi donut bar, treating in-store counters as destinations in their own right.