Zerno
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ZERNO is a multi-brand project. The style of clothing from ZERNO is defined as ethnic eco clothing. The clothes are created for environmentally conscious people. Different in age, social status, nationality. Clothes for spiritual people who through the interweaving of cultures feel or strive to feel what unites us as people of the Earth. The emphasis on ethnic design is also the result of the desire to preserve and revaluate indigenous Ukrainian traditions and traditions of distant lands.
At the beginning of the project, ZERNO already had a website. In addition, they rebranded, so the brand book was already in hand. The decision was made to focus on creating a new ecoomerce site within the new brand book rather than rebranding the old one.
The first step was to dig deeper into the analysis of the target audience, and create a persona rather than portraits. With its help, it was possible to understand who the main users of eccomerce Zerno are. Another method of UX research was competitor analysis. The first version of wireframe was created on the basis of this research. User testing was also done in order to check to what extent the site logic satisfies users' needs. It was used to update and improve wireframe.
The second stage was visual design. Only the logo was taken from the brand book. A modern neo-grotesque font was used in the work in order, to give the atmosphere of ancient traditions, and to emphasize the renewal of these traditions in the present. To focus the user on the products as much as possible, neutral colors were used - a hue of white and black. In addition to them was taken a contrasting color - a hue of green, associated with the ecology, another key feature of the brand. The forms of the elements are also made minimalistic and quite restrained. All of this creates a pleasant and simple user experience for the client.
