VIA PIAVE 33 - Margins

Background

VIA PIAVE 33 is a luxury fashion brand focused on sustainability and respect for the planet, animals and human beings. Our role was designing the e-commerce and a strong brand identity that refleced the contemporary spirit of the brand.

Branding

We decided to highlight the uniqueness and quality of each garment as the core value of the brand. By doing so we created an environment where the products could be more valuable than the brand's aesthetic. bd.com image

We then followed by creating a design language around this concept to let the products be the main protagonists of the UI. A strong decision was having buttonless texts and only play with attributes.

Usability

While designing for responsive web, the first step was prioritizing usability. We decided to base the whole experience on the concept of the thumb zone. Areas that are easily accessible by the thumb are used for menus and navigation, while areas that are more difficult reaching are used for low proprity information and secondary actions.

Adhering to the thumb zone guidelines, we set the structure by utilizing a three-column grid.

Interface Design

While shopping in real life, people usually carry articles with them, in a bag or a basket. In fashion in particular, they love to constantly confront and visualize the different items they are considering to buy. From this idea we designed an interacive basket preview section that is always visible to the user.

We used the models names on the lookbook to be more transparent and give credit to the people who are actually at the centre of this industry. By using models names we are not just showing looks, we're also introducing real people to the user.

The number three is consistently recurring in the brand as a philosophy of life, not to exceed or focus on too many things at the same time. In cart, users can only view three items at a time.

Conclusions

VIA PIAVE 33 has a very strong dna that we believe really helped us in designing the significant brand it is today. Our work covered UX/UI design, branding, typography, imagery, and content across various platforms.Alongside the website, we designed an NFC tool to help promote the brand launch.

Post-launch, we also provided ongoing maintenance support for content management systems.

Special thanks to Alessandro Spaggiari, Kalidou Diagne, Balla Diagne, Francesca Spaggiari, Elisa Bettella, Paolo Prendin, Ismaël Moumin, Lorenzo Basili, Eva Silasta, Gaia Dell'Aquila, Mariotti Marta, Martina Porcelli.