Fashion
E-commerce
Interaction Design II
6 weeks
Roc Grotesk, Utopia STD
Branding, Web Design, Typeface
Clear imagery, intuitive navigation, and honest product details build trust, but many competitors still feel interchangeable and flat. Some also fall short on mobile and ease of use. For Rebellum, this opens the door to create something more personal and expressive — a bold, yet thoughtfully designed experience that not only works seamlessly but also feels memorable and full of character.
The personas reflect the growing and diverse group of users seeking ethical clothing. All seek fashion that feels unique, consciously made, and easy to discover and shop for. These insights highlight the need for a design approach that balances individuality with simplicity.
Establishing Rebellum’s aesthetic meant looking beyond conventional fashion cues, drawing instead from counterculture influences to create a brand that feels elevated, unapologetic, and distinct.
Early planning focused on building a seamless shopping experience with clear navigation and intuitive flows. But Rebellum needed more. The challenge became crafting a layout that not only functioned smoothly but also felt elevated and expressive, bringing bold brand character into every page.
To truly bring this brand to life, I felt a custom typeface would elevate Rebellum above its competitors. With boldness and eco-conscious values at its core, the typeface was designed to be large and expressive with subtle gothic and organic qualities. This helped create a distinct visual voice that not only stands out, but feels deeply connected to the brand’s ethos.
The final design brings a bold and unique identity to the ethical clothing space. Cohesive typography, intuitive layouts, and expressive visuals create a seamless experience that reflects the brand’s rebellious spirit and ethical values.
