Independent homeware retailer,designed and built.
A brief we set ourselves.Nobody commissioned it.It runs.
E-commerceOwn type & paletteBuilt, not drawn
Concept 00 SUPPLY.
The brief,as we set it.
A small-run furniture shop that sells on longevity rather than on discount.
An independent retailer with 119 products, no advertising budget, and a story worth more than any of its individual pieces. The site has to make a £340 chair feel like a considered purchase rather than an expensive one, and it has to do that above the fold, because nobody scrolls a shop they do not already trust.
- Sector
- Independent homeware retailer
- Shows
- E-commerceOwn type & paletteBuilt, not drawn
- Status
- Fictional briefNo client askedNot live anywhere
SUPPLYSeating · Tables · Lighting · Objects
Things that
wear in, not out.
Arc lounge chair £340Small runs · Built to be repaired
Four decisions,read off the page.
The site is running in the frame. Scroll, and it moves to whatever the note beside it is about.
01
The claim goes first, not the catalogue
Most independent shops open on a product grid, which invites a price comparison before it has earned one. This opens on a room, with the reason the prices are what they are set over it (made in small runs, built to be repaired), and the chair carries its price where it stands in the room, so £340 arrives next to the thing rather than in a row of cheaper rivals.
02
Categories carry counts
Seating, 24 pieces. A number tells a visitor whether the range is worth browsing, and an independent with 24 chairs reads as a specialist rather than as a shop that ran out of stock.
03
One accent, used only for actions
The clay is on the bag count, the buttons, and the add-to-bag that arrives when you point at a piece, and nowhere else. Not the eyebrows, not the logo. Every decorative use of an accent costs it some of its meaning, and on a shop the accent's whole job is to say where to click.
04
The journal is the proof
A dark band after the materials, carrying a workshop story instead of a testimonial. A retailer that can talk about which frames fail first is one that knows what it sells.
The concept, running at 1440pxScroll moves it
Its own type,its own colours.
Nothing on the concept uses our fonts or our palette. A concept dressed in the studio's colours is the studio's site with the words changed.
Fig. 02
Fig. 04
Display
Fraunces: variable, soft and wonky axes raised
Text
System sans, 16px / 1.5
Corners
Fully rounded actions, 8 to 10px surfaces
Products
Drawn as vector silhouettes, not photographed
Grid
3 up on desktop, 2 up below 760px
Want thisfor your trade?
Tell us the sector and what a visitor is meant to do when they land. We will tell you what the page would have to be.