The website of the Dutch clothing brand Scotch & Soda looks cluttered and it doesn’t align with what we see in the stores.

So I tried to redesign their website with a new visually stunning look that inspire fashion lovers and improve their digital shopping experience in a new way.

After some researches I realized that the target is made up of digital customers, young men and women with average income who enjoy wearing an Amsterdam Style, a classic style with a vintage touch that has to work on a bike. They have also cultures and freedom of expression. 

When I realized better the target I tried to feel the mood and tone of the brand, keeping in mind some keywords that guided and inspired me during the redesign of the website: comfortable elegance, soft tones, classic style, vintage touch, casual clothing, hipster touch, Amsterdam style.

For building the aesthetics appeal of the website I used the proportions of the golden section. 

In the desktop version the grid is made up of 12 colon. 

For the arrangement of the elements I used the Golden Ratio to help me create more balanced and harmonious compositions.