Welcome to Grey Wolf – A new sustainable brand on the market, that offers Scandinavian clothing design to women and men. Moreover we value ourselves as a brand, that takes organic minimalistic designs with focus on comfort and quality to the next level, that correspond with the environmental and global challenges, which we will try to make a positive impact on.
The Grey Wolf brand wish to give old materials the much needed love for recycling, to give it new life and a new owner.
The end product was a website designed mobile first, in which we had to develop products for the store page, a persona and different kind of Hero banners, that gave costumers a feel of nature and fresh air.
Our design process started out with trying to match the mood of the company. Although we had many difficulties as the name “Grey Wolf” was already given to us to work with. So we decided to ignore the color grey in the brand name, and tried using a lot of cold colors, because we all agreed that wolves usually are seen in snowy areas.
Another problem we faced was the brand value had to be organic, and we solved it with our green color that emphasize the feeling of nature, while also representing organic values in Scandinavia. We made an alternative color for the logo for where green won’t work, with our cold blue colors, which can be seen in the gallery at the bottom of this page.
We made multiple LoFi wireframes over the course of a week, before settling on a design. In other words, we took ideas from each other and implemented into our own designs until we eventually agreed on a set design to use.
Then we immediately started working on HiFi design to use in our HTML and CSS. As a result, we hadn’t designed the banners, the personas or much of anything at this point, we made use of template images that gave the feel we wanted the webpage to have and show.
For the persona of the brand, we started out with multiple personas for the project. However we ended up with Camilla, who was very relatable for our target audience, while keeping the feeling of adventure.
In the end we knew we wanted to emphasize on nature and adventure and came up with an old Danish slogan, “there’s no bad weather, only bad wear”. As we saw it very fitting for someone who seeks nature, adventuring or simply wants to go for walk with the appropriate wear.
Our persona is a young female that is very curious and wants to see the world. People love to travel, especially in their young days, so we knew this attribute wouldn’t be far off our target group, as our target group is mainly higher educated students with a fair for organic products, physical activity and a focus on health.
By using the elements crafted, ie Persona, Moodboard, Wireframes etc. We were able to create a unique experience for our intended target audience. Focus was set from the start on an enviromental friendly and organic user experience. While also keeping a very relaxed mood towards the young audience.
You can check out the Behance profile for the Grey Wolf project here.
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