Background: The refreshed website came as part of an entire brand transformation for Tens sunglasses. We timed this with the launch of the new collection, which is constructed using plant-based, biodegradable acetate. We wanted the site to be bold and full of color. The new digital space has allowed us to showcase our new mission in a visual style that appeals to our target audience of young creatives who are eco-conscious.
Highlights: The content-rich product pages visually promoting the benefits of buying a pair of Tens sunglasses; the imagery is incorporated into the site design as opposed to just designing and building a wrapper for the content to be dropped into. A lot of attention was also put into the transitions and how the content loads to create an immersive experience that reflects the quality of the product.
Challenges: Since the content was a major part of the site design, it was tricky to begin. We had to get the basic design down in order to get ideas for the content. Also, we needed image consistency to allow them to work as hard as possible on the site across all the digital platforms.
Favorite details: Building a beautiful website on Shopify, as the platform is not geared up out the box to create such visually bespoke solutions. There are also a number of limitations with regards to how product images and variants are handled which we had to overcome with some “out-of-the-box” thinking. God bless tags and a developer who knows how to use them.
Technological features: The site was built on Shopify. The extensive use of tags allowed for extra layers of categorization on product index pages, different content to be displayed on product pages (biodegradable or plant based panel) and even different page templates. In order to allow the displayed product thumbnails to change when the variant was changed, we had to utilize the alt text while at the same time ensuring it could still be used as alt text is intended.
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