DFAYN BEAUTY · Concept · Graphic design
A minimal store where the product keeps the attention.
A self-initiated store concept for an invented fitness clothing brand, designed by Veronika K. A concept only. Nothing here was built or deployed.
Information
- Project status
- A design concept, never built or deployed
- Project type
- Self-initiated e-commerce concept for an invented brand
- Scope
- Homepage, product catalogue, product page and editorial page
- Our role
- Visual concept and content layout, plus the selected screens. Designed by Veronika K.
Technology
- Figma
What you will learn
- 01How a minimal layout can carry fashion product photography.
- 02How to hold the selling and the editorial side of a brand in one visual style.
- 03How to lay out a larger range without the page turning into noise.
01
The products needed room
White space and plain typography carry the design, with neutral colour. That leaves the product photography to do the work instead of competing with the page around it.
The louder elements are reserved for headings and buttons, and for the buying actions. Where to go next stays obvious without the page feeling crowded.
02
A catalogue that stays readable
The range covers several cuts and colours, and several categories, so filters and clearly separated product cards split it up.
Photograph, name, colour variant and price sit on every card. Comparing two products no longer means opening both.
03
The product page supports the decision
Photographs, colours, sizes, price and the main buying action share one view. Everything else folds into separate sections, so a long description never pushes the decision below the fold.
A related-products row closes the page, so browsing can continue without a trip back to the catalogue.
04
The brand does not end at the product range
The concept treats DFAYN BEAUTY as a brand about movement and habits, and about confidence. Clothing is one part of that, so an editorial page introduces the brand and carries its articles.
Content gives the brand somewhere to have a character, and a place for the subjects its readers care about.
05
A concept ready for the next round
What exists is a visual concept for four main parts of a store. It shows the direction and how content is organised, and how products are presented.
Mobile screens, interactions, user states and a tested checkout would all come before anyone wrote code. That is why this is presented as a concept rather than a finished store.
