The current website follows a traditional layout that doesn't stand out from competing brands. With Klein's clothing line known for being colorful and quirky, and quickly establishing itself as a retail company for fun and creative clothes, a new direction was needed to reflect the brand's personality.
To create a new, non-traditional layout that stands out from its competitors and is able to capture Hila Klein's electric designs, while also maintaining a smooth user flow.
After digging deep in research about the brand and its audience, I created a paper prototype to get a simple flow of the website's redesign. The next step was getting user feedback and analyzing it to make a wireframe that would solidify the user flow and to get a better sense of the rebranded user interface.
The colors were inspired by Klein's colorful fashion line and the photos that are currently present on the Teddy Fresh website.
Typefaces were carefully selected so that they would match the quirkiness of the brand, but would also be legible on the screen.
Wanting to capture the playful nature of the brand, a non-traditional website layout was designed with the idea of creating a unique user experience.