Description
Following the rebrand, the new online store carried the same language. The principles that shaped the identity, namely the pressure, the asymmetry, and the restraint that lets the products lead, translated directly into how the site feels and navigates.
A scalable design system that accommodates both the running (.run) and cycling (.cc) stores and stores from a single foundation was created. What emerged turned out to be flexible enough to extend well past the two, a framework that can absorb future categories without losing coherence.
Products remained front and center throughout; the interface recedes where it should, and imagery is given the room to speak.
Core commerce functionality, namely events, bundles, and a custom loyalty program, were rebuilt to reflect how Enroute actually operates, rather than the defaults of any template.
Credits
Creative Direction
Design
Motion Design
Engineering
Project Coordination
Case Study Production
Typefaces
The content of this page reflects the state of the project during Tinloof's engagement.