Everyman's target audience of urban millennials values the connection to an authentic brand story. The challenge was to balance the original clean, minimalist aesthetic with rich lifestyle photos of real customers using their products as everyday essentials. And to highlight a carefully curated product catalog, designing both for beauty and conversion.
Our initial discovery showed us that the majority of customers were shopping from a mobile device, so a thoughtfully designed mobile experience was essential.
The logo type was updated to have more weight and structure, evoking the quality and durability of the products. A submark was created for use in stamping and engraving on products.
The website copy was rewritten to better highlight the brand value propositions after extensive discovery work around voice and values to set the tone.