ABOUT

Crave is an online retailer, striving to combine classic design with functional fashion-forward style for maternity wear.


Task
Relaunch the Crave brand and website in the UK and in Germany, making it more appealing to the fashion-forward customer and stand out from it’s competitors as the maternity brand to buy.


Approach
PeaPancake partnered with Moda to help Crave determine what was needed to make it stand out from their competitors. We lead card-sorting, persona defining and mood board workshops with Crave to gather their requirements for their new website and define the new, refresh brand direction. They wanted to get across to the user that they can be confident and sexy without losing a sense of style with a bump while balancing a soft femininity with a fashion edge.

The logo and colour palette were immediately tagged as items which needed to be brought into the new thinking. Crave was keen for the logo to not move too far away from the original due to clothing tags on all of the garments in the warehouse and alienating their already loyal worldwide customer-base. An exercise was done to tighten up the logo and select a new and modern font. The colour palette needed to bridge femininity and fashion, so a toupee was introduced as the main primary colour with a supporting soft mint green. A photoshoot was also scheduled with their new line of clothing to help reflect this new direction.

When constructing the information architecture and design of the website, it was clear that the garments needed to shine from the page. Large images were introduced on the homepage while large cascading background images were introduced on the product category pages with just the models wearing the garments and nothing else intruding on the page. This layout is slightly different and minimal in comparison to Crave’s competitors, giving a slight fashion edge.


Result
Having just launched in February 2013, Crave now has an updated brand and website which carves their own space in the maternity clothing competitive market. Looking forward to seeing how Crave blossoms into this new space.