Architecture
Positioning
& Guidelines
Building on Le Tote’s existing identity, we developed a new brand language of palettes, iconography, typography and photography that reinforced their essential brand attributes: approachability, effortlessness and confidence.
The homepage provides strong visual introduction to how Le Tote works presented in an immersive, elegant way.
We took great care to design mobile concepts that had the same level of sophistication as the desktop experience.
The product page is a unique take on the traditional e-commerce experience, where personalization is built into every step.
The product page is a unique take on the traditional e-commerce experience, where personalization is built into every step.
For returning users, we created a landing page that offered a whole new level of discovery and customization. We built a grid that was flexible and open, with room for editorial content, local trending items and recommended pieces, based on the individual user’s behavior.
Our sign-up flow was a delicate balancing act of capturing information, keeping users engaged and letting the product shine through. To do this, we made sure every step of checkout was seamless and components could be recombined in a modular way if a diversion was taken from the onboarding flow.
