Dresses to undress

We rarely had the pleasure of working with a brand that knows itself as well as Chotronette does. That didn’t make what we embarked on much easier, but it sure did great things for the final result. Our goal was to expand the brand’s visual presentation in printed materials and leverage the obvious growth potential by designing and developing its online store.

There’s a very specific style and attitude that defines Chotronette as a brand and that was to be taken into account when designing the store. Much of this style comes out through the beautiful dresses they sell, which take up a lot of the visual space on the website. Moreover, the interface had to be a clean one, sales driven and traditional in terms of layout and flow. The approach we had was to view style solutions at a micro level, focusing on making the tiny elements of the interface stand out and also work well together.

We designed the interface by focusing on how the buttons, frames, pre-loaders all fit together to create a unique visual experience. Product photos change on mouse over, giving the user a view of the dress from the back-side, while subtle animations make interacting with the website a pleasure.

Making sure the website behaves on mobile was key. 60% of the total traffic on the website currently comes from mobile. Like many other of our projects, we built Chotronette on the Zurb Foundation framework.