MCD is proud to have designed and launched it's first full-scale e-commerce website for Fresh Force. Fresh Force sells chic, eco-friendly, lifestyle products crafted by talented female artisans or products manufactured by fair trade suppliers from around the world. The purchase of these goods also provides opportunities to give back to deserving women and others in need.
The project began with the logo design. Fresh Force was a brand new company so it was a clean slate to begin work on. MCD took the inspired direction of sisterhood, community well-being, quality, and 'that sand between your toes feeling!' from the principals at Fresh Force. We ultimately arrived at clean and natural logotype that uses airy seedlings that are symbolic of renewal.
For the website it was imperative to the client to present their vision of 'giving-back' before pushing product. To address this we gave the new logo plenty of space, emphasized the introduction text with a strong typographic style, and used large candid-style photography to convey the emotional spirit of the company and link the non-commerce site pages. No less important was access to the products. We placed the categorical product entry buttons as the anchoring element to the introduction paragraph. Next, the newest products were featured in a slim gallery row that can be scrolled.
Let's Go Shopping!
The Product Detail pages not only provide enlarged photo views, full product descriptions, purchasing functions and other product suggestions, but also a supplemental introduction to the artisan. This links to the Artisans page that provides complete information about all the artisans. Just below the overall navigation row we retained the categorical product entries in a prominent band that is in place throughout any product related searches.
“The website and marketing materials for Fresh Force International are what tell our story. Martin Cimek Design was instrumental in helping us develop our brand, look and marketing. The logo was a homerun we have received so many positive comments about the logo and its ability to relay what we are about at a glance. Our vision had to be conveyed on our website and MCD helped us balance our vision with what we are, a company that is selling products to support and empower the artisans. In order to accomplish that, we must be profitable and MCD assisted us with that fine line which resulted in a product we are very proud of and will help us achieve our goals.”
Mary Bullock
V.P. Sales and Marketing
| Completion Date | May 2009 |
|---|---|
| Related Links | gofreshforce.com |
Click to view Product Detail page
Click to view Artisan page