Online store for the VVL brand

Free People is a Ukrainian embroidered clothing brand that emerged in 2014 during the Revolution of Dignity. The brand is based on a desire for freedom, respect for traditions, and a deep emotional connection to its homeland. The main task was to develop an online store that not only conveys the brand's philosophy, but also remains simple, fast, and convenient for effective online sales.

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About the project

We created an online store that harmoniously combines the convenience of e-commerce and the sophisticated aesthetics of the “Free People” brand. Our goal was to convey the unique atmosphere reflected in the embroidery, while at the same time providing a comfortable user experience — from browsing products to placing an order in just a few clicks.

The site has a clear and easy structure: a catalog with thematic sections, detailed product pages with high-quality photos, a simple cart, a well-thought-out checkout, and adaptation for mobile devices, which is convenient for smartphone users. We left the functionality basic, but reliable enough for the stable operation of the store and its further expansion.

Goals and objectives

create an online space that reflects the brand philosophy through clean typography and calm composition
intuitive navigation, fast loading, minimum clicks to purchase
basic e-commerce functions: catalog, cart, checkout, delivery, payment
convenient admin panel for adding new collections
mobile adaptation for most users
potential for future scaling

The process of creating an online store for VVL

Structure and content

The main sections are defined: collections, women's and men's models, brand history. A clear transition scenario and user route are thought out.

Design

A laconic and restrained approach with plenty of space for air, an emphasis on decorative embroidery details. The main goal is for the content to be the main thing, and the design to organically emphasize it.

Layout and functionality

The basic online store is built on the WordPress platform using WooCommerce: a catalog, product pages, a shopping cart, an order process, and automatic email notifications are implemented.

Integrations

Payment, delivery, messaging systems, and basic analytics tools have been added.

Testing

The functioning of orders, the adaptability of the mobile version, the speed of the site, and the correctness of image display were checked.

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Main site functionality

General product catalog

All models are presented in a minimalist grid, where the main focus is on the photography, texture and shape of the embroidery. The cards are designed to be light and unobtrusive, so that the visitor can evaluate the product before opening the detailed product page. This approach creates a positive first impression and facilitates navigation on the site.

Product page

The product pages are as informative as possible: large photos, several angles, a description of the meaning of the embroidery, the materials used, and the history of creation. The information is clearly structured, which avoids overload, leaving the user with space to immerse themselves in the emotional perception and value of each product.

Ordering

The purchase process is reduced to a few simple steps: the interface remains clean, the fields are clear, and unnecessary elements are excluded. The checkout supports the overall brand aesthetic, providing a pleasant and seamless path to completing the purchase of the embroidered shirt.