Designing for affordable luxury ~ brand,
web UI design for a fashion boutique
The Company
Client:
HILO fashion boutique,
Hyderabad
Services:
Visual Strategy, UX + UI for Website Design
Project Brief
Co-founded by sibling duo Sahith & Mouna in 2018, Hyderabad based HILO design is a new-age fashion tech experience that brings the luxury of personalised style-statement, comfort and uniqueness to mass by making customised fashion affordable.
Our challenge was to identify the purpose behind rebranding and to create a new narrative + visual identity system for the brand that caters to the expanding product portfolio of the company as well as appeal to a premium target audience ~ both of these being the core reasons behind the rebranding.
Our Approach
- Logo & Branding
- Establish a Visual strategy that works well with other brand components like brand logo etc. Create a set of UI guidelines as a part of this exercise
- Finalise the communication & visual assets for the website design, website launch
- Write code for the finalised design, beta test & launch
Exploring options for HILO Logo Mark
Around 4/5 different narratives & 20/25 different visuals were explored before establishing the final logo mark. The branding work was quite challenging since the target audience varies from men to women of different age groups, choices, and socio-economic backgrounds.
The brand will soon be expanding into interiors & furnishings and it is to cater to all of these product lines that we came up with an identity that fits well for current products and new products that might be launched in the future.
New Logo Mark
and Brand Identity Extensions
The logo represents a thread shaped in the initials of the brand name. The flow of the stroke is hand-drawn & simple. Background shape exists to make the stroke bolder against light backgrounds. The colour palette of the identity is unisex and something that can cater to home interiors, furnishings and more. The identity is expanded to patterns, icons, picture libraries so as to scale the identity for digital usage.
Building a Responsive website
All the interfaces that were designed and coded were mobile-first & responsive. Information was stacked and organised in modules so that it can easily be optimised for different device sizes. As we wanted all the focus on the outfit pictures, we made the website image-centric. Banner sized, full screen, clean and neat pictures were used as a means of appeal and a simple task flow was established for usability & user retention.
The Design Impact
The project took three months to finish, branding being the biggest chunk of work. Establishing an identity that caters to all genders & a varied range of product line was the challenge in this project. HILO Co-founder, Sahith, offered immense support & inputs throughout the project.
30+
Monogram Explorations
15+
Web & Mobile Screens
60+
Logo Explorations