eCommerce Brand & Website Design | Student Work 2024
The objective of this project was to create an e-commerce focused brand identity, and a responsive website for the brand’s e-commerce activities. The website was to be designed to apply the brand identity and remain consistent with the brand voice and values, as well as demonstrate the brand's corporate activities.
CROW’S CALL
Crow's Call is an e-commerce website that sells crystals and geodes, tarot supplies, jewellry, aromatherapy and more. The brand was created to embrace the mysterious and magical, with an emphasis on helping the customer find their unique interests. The brand’s focus on the values of are what set them apart from competition.
THE BRANDING |
THE BRANDING |
Packaging Type 1: Bag
The bagged packing is applicable to aromatherapy products like potpurri, dried floral or citrus, loose leaves, incense sticks and cones, as well as scent pouches (for example, pouches of lavendar). The bag is also applicable to things like loose leaf tea, edible powders (greens powder, matcha, chai powder, etc.).
Packaging Type 2: Glass
The glass bottles & jars are for aromatherapy lotions/gels. This packaging type may also be used for essential oils, soaps, skin and body care, and other similar products.
The labels on these packaging products are made from recycled paper.
Website Design
Packaging Type 3: Box
The box packaging is what fragile items are packaged in, and what the online orders are shipped in. The box comes in 3 sizes ranging from 4” in height to 12” in height.
RATIONALE
BACKGROUND
Crow’s Call is an eCommerce brand sepcializing in metaphysical merchandise such as crystals and geodes, jewellery, aromatherapy and incense, tarot supplies, and much more. Their distinct values and merchandise make them distinct from other brands in their target market, and their affordable yet sustainable goods set them apart from the competition. This eCommerce brand has 3 physical locations, but runs on a smaller scale.
BRAND VALUES
The brand values of Crow’s Call are mystery, magic, curiosity, and uniqueness. The brand also puts a big focus on spiritual intentions and self-care. Embracing curiosity and letting yourself explore the more magical side of things is something Crow’s Call embraces. These values were researched in-depth throughout the design process, and are reflected in the design choices.
TARGET AUDIENCE
This brand has a broad target audience, but is marketed toward a young adult audience, the majority of which are likely female. The target audience is largely students in college/university. The products are priced to be affordable but account for sustainably sourced goods, which is a key aspect seen in customer needs of a student demographic.
SYMBOL
The symbol is a crow inside of a moon, in a fragmented style. The fragmented style is a subtle reference to the crystals sold by the company, and the unique stylization is an illustration of the unique merchandise that the store sells. Crows are collectors, drawn to shiny objects. They’re also often associated with mystery and intelligence. The moon is another common representation of mystery and magic, but this stylization makes it stand out uniquely in the target market.
LOGOTYPES
The logo type is an interesting serif font with many curls and swirls called “Fleur”. I felt it matched the unique, magical vibe that the shop embodies, and it was a good fit for something that embraces curiosity with elegance. The serifs and swirls are quite fun and quirky, which may resonate more with the target audience than a commonly seen font.
COLOURS
The colours used are two shades of purple. The connotation of purple includes rarity, magic, and mystery, which is a perfect match for the brand. The lighter purple is a bright pop of colour, which adds a bit of fun to the colour scheme, while the dark purple is a more mysterious shade. By using two colours in the same realm of the colour wheel it creates a more monochromatic scheme, which brings a more calm feeling.