Étoile E-commerce Website
Étoile’s editorial world becomes a mobile-first shopping experience.
After Hours Studio redesigned Étoile’s e-commerce website to connect its shopping experience with the editorial world already established around its vanity cases. Working with founder Michelle Hu, the studio combined website strategy, UX/UI design and art direction. The mobile-first approach gives product imagery and storytelling a larger role, allowing shoppers to examine the cases and their details. For Meet the Case, After Hours planned photography around practical questions: what fits inside, how a case travels and how its compartments work. This gave photographer Penelope A Gibson a specific direction for presenting the products. The engagement continued after launch through new shopping experiences, product launches and campaigns, extending the original website work as the brand developed.
Insights
- The redesign brings the brand’s existing editorial world into e-commerce. Larger imagery and product storytelling connect the shopping experience to its established visual presentation.
- Meet the Case starts with use: contents, travel and compartments. This turns art direction into a way of explaining the product rather than relying on a single beauty shot.
- The site was designed mobile first, with continued work on shopping experiences and launches after the initial release.
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