CONSUMER PRODUCTS

Design Strategy for Multiple Direct to Consumer eCommerce Brands

Credits

Design Team: Shruti, Shimona, Sagar

Flexible and scalable feature cartridges

The client is one of the biggest family-owned wine companies in the USA with over 100+ brands in its portfolio. The challenge was to redesign and re-platform its many brands.
As a team we are very proud to have built the first ever full service e-commerce and wine subscription service on Salesforce Commerce Cloud, Marketing Cloud and OMS platforms leveraging a headless e-com approach. Having the front-end decoupled from the back-end commerce functionalities meant the brands could be onboarded much faster. It provided the brands the opportunity to personalise purchase journeys and customise their store fronts.

Design team worked closely with technology and product teams to leverage design tokens and feature cartridges to build out a playbook and component library to guide the client team maintain design consistency while staying true to their visual language.

We were able to released 21 sites in one year due to one-of-a-kind platform allowing rapid onboarding of brands.

How did we do it?

Design Tokens

Design tokens essentially correspond to values of information required to create and maintain a design system.

The team worked to identify the tokens for color, typography, margins and behaviour that could be scaled for multiple brands.

We broke down the palette into brand colors, grey palette and denotative palette. Similarly, typography was divided primarily into headlines, subheads and body tokens. The respective brand colors and fonts were then aligned with the brand concept and key sample pages created for reference.