Krigler Redesign
Krigler, a luxury fragrance company known for its elegant and timeless scents is well established among celebrities and royalty alike. While the current website serves its purpose, there is clear potential for enhancement in terms of design and visual appeal.
Duration: 2 months
Responsibilities: Visual/UI Design, Design System,
Key Interactions
User opens the site and scrolls to see the fragrances available. User selects the second fragrance, Mont Suisse 67.
User explores the item page, chooses their desired size of the fragrance, then adds it to cart. User opens the cart to see the fragrance.
Strategy
The main objective of this redesign is to improve the overall consumer experience by developing a website that is more visually appealing and aligns with the high expectations that customers have while shopping. With Krigler’s price point of about $600-700 per bottle, customers would and should expect an ultra luxurious experience shopping for this product.
Since Krigler is only sold in very few boutiques across the globe, purchasing their fragrances online can be a “blind purchase”. To compensate for this, I tried to sell an ambiance or lifestyle over the fragrance itself since the user isn’t actually able to smell the fragrance just by looking at the website. I’ve noticed many fragrance companies do this as well, so I took inspiration from the advertisements they use.
Curating this experience for the consumer was an exciting challenge for me since I have not yet had the opportunity to smell any of Krigler’s fragrances myself.
Vision and Inspiration
I took most of my inspiration from Millemann Wines as I liked that it included video, animations, and layered elements.
Typography
I evaluated many different fonts and font pairings. I knew I wanted to pair a serif with a sans serif, so I visualized many different combinations of fonts to see which pairing had the luxurious feel I wanted to convey to the user. I chose a pairing from the Indian Type Foundry with Satoshi Variable as the sans serif and Neco Variable as the serif.
For the header, I chose Britney Variable as I wanted a script-like font that was easier to read.
Moodboard
I knew the fragrance bottles themselves would not be enough to describe the scent, and the notes may not say much to someone who may be unfamiliar with each of the notes that compose the scent. I looked extensively at stock photos and videos to find combinations that would fit well together as well as the general aesthetic of the site I was going for.
What I learned
Designing a fragrance website presented a unique challenge due to the nature of fragrances being a "blind purchase." Unlike other products, users cannot determine if they will like a fragrance solely based on its appearance, so this meant that I had to design to evoke the right feeling and experience to entice users into purchasing the product. Balancing visual aesthetics with the intangible essence of each scent required a thoughtful and strategic approach to creating an immersive online environment that captures the essence of each fragrance.
Future Work
I would love to craft individualized pages for each of Krigler's exquisite fragrances. I was truly invigorated by the creative journey of curating mood boards tailored to each scent and carefully selecting visuals that capture the essence of each product. My aim is to ignite the user's desire for the product through captivating photos/videos and a seamless UI to create a compelling and immersive brand experience for the user.