R+Co is a fledgling “think tank” brand in the ‘heady’ world of international hairdressing, marketing a 23-piece product range predominantly to salons. In a bid to assist the launch, it enlisted New York-based creative agency Domani Studios to produce this rich desktop and mobile commerce experience.
“R+Co needed to announce the brand in a big way, but also needed a design system and eCommerce platform that could accommodate a growing product mix,” said Jonathan Hills, founder of Domani Studios. “We wanted the line’s digital presence to communicate with salons and stylists, and so the site needed to be surprising, engaging and inspirational.” Blending chic fashion photography, time-lapse video clips and eye-catching colourful text, the result is a playful alternative to traditional eCommerce solutions.
There’s no style without substance either, using a fiercely visual ‘lookbook’ approach to place products into a practical, flexible context before the Collective plots hairdressing’s cultural calendar from the catwalks and the latest fashion campaigns. As a result, R+Co’s website aligns itself with fashion editorial to provide content valued by high street consumers, trade buyers and fashionistas. “The site is full of elements atypical of eCommerce, like category pages with horizontal scroll and product detail pages that overlay transparent labels on top of a video background texture – two features that add a surprising and welcoming touch to online shopping.”
Embedded video plays on a loop to add engagement to a page
The fullscreen menu uses a subtle animation to present the sites navigation system