Vardama NY

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Vardama™ is a fashion / technology start-up, with a proprietary textile formula, making any kind of fabric (such as cotton, silk, tinsel or linen) repellent to all water-based liquids, such as red wine, cranberry juice or sports drinks. At the same time the fabrics maintain all vital elements of modern day fabrics, such as their feel and breathability all while adding additional moist-wicking features. I had the opportunity to lead the brand from their intermediate start-up look and feel to a mature corporate design.

The challenge:

Not drowning the company in the oversaturated landscape of fashion start-ups and emphasizing the technology and functionality aspect in a way that doesn't read sport or active wear but instead maintains a luxury brand profile. Creating an online shopping platform that goes beyond a templated feel, but is easy to maintain and grow. All at a small budget and using existing image material.

The Website

A clean architecture brings simplicity and ease into the design - understated typography and a simple modular grid provide the brand with room to grow and change due to putting the biggest emphasis on the creation of visual content.

Usage of screen area is maximized wherever possible. Filter options and intelligent quick-shopping tools tailor the experience to both the hasty shopper and the indulgent explorer.

Horizontal navigation breaks with the habits, yet feels fluent and intuitive, both with the mouse and via gestures.

The Mobile Experience

More than just responsive: In the collection and online shopping area, an app-like appearance is created from simple and consistent UI elements, that feels generously tailored to your screen – and with your browser UI collapsed, almost lets you forget you're on the web.