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St. George's freshened up its brand before reconnecting with shoppers whose habits COVID altered.
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With collections like Mother Superior and taglines like “The Jeans You’ve Been Praying For,” Mother Denim is known for its irreverent disposition and model cult following. Based in LA, the boutique brand with an indie spirit evokes memories of growing up in California in the 1970s and explores the duality of the parental role. With a static main menu, Mother’s website is easy to read, search, and navigate.
Click on the “About” tab at the bottom of the homepage and, as part of the “Who We Are” section expanding on Bedtime Stories, the paragraph reads: “Mother tries not to take herself too seriously—and neither should you.” This one sentence perfectly captures the essence of the website—especially, its Gift Guide page.
Leading up to the holiday season, the lifestyle brand flipped its not-so-serious side into party gear. Juxtaposing the site’s main menu, the page’s header features a moving visual of a spinning dessert cover that displays a series of rotating covered objects and the flashing word: HOLIDAY, in all caps. Along with a festive fruit tart, branded items such as a “Mother’s Little Helper” flask move across the screen.
Scroll down and the lengthy page is evenly divided into horizontal bars of different-sized widths: thin bars (each with a different solid color background) and thick bars (each with a different strong visual background).
In addition to fun and funky visuals that correspond with quirky titles and catchy phrases, Mother Denim’s homepage consists of a number of links, multiple shopping guides, and a help button in the bottom right corner. As the brand says to reassure fans and potential customers visiting its website: “Mother’s Got Your Back.”
Feb.
2020
2020
Posted in Webmasters
