We designed and developed a demo store in a neo-brutalism style for our favorite chocolate brand, Tony's Chocolonely, to showcase our approach to creating fast and engaging Shopify stores.

Full case study | Live project

The process

We began with art direction before creating concepts to choose the key visual style. We then applied this visual style to all website pages. After completing the design process, we organized all the styles, components, and modules into a design system to hand off to the development team.

Art direction

The goal of the visuals was to convey the brand message “Serious about people, crazy about chocolate” and keep the playful, brightly colored style.

The main challenge was to keep the anti-design approach while making the composition, color, and typography more organized.

Color scheme

We balanced the color scheme to make it more comfortable for a user and convey a playful tone.

Product imagery

Dynamic and lifestyle product images helped to build friendly and open brand communication.

Stickers

We created cartoon-style, illustrated stickers to add some fun and a little craziness to the overall design feel.

Typography

The GT Flexa typeface created the loud, playful tone we were looking for, while the American Typewriter added a more traditional, vintage feel.

Final design

We managed to recreate the entire website design and secure a more organised layout, better colour usage, and text hierarchy. We were pleased to have kept the original, playful tone of voice and ensure consistency with the product brand guidelines.

Design system

All components and modules were visually consistent and organized into a neat design system.

Social media banners

We also designed social media banner templates in Sanity to allow content managers easily create visually consistent banners for their marketing campaigns.

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