IAMMI
E-commerce website concept for an Italian design studio creating unconventional ceramic objects.
Industry:
E-commerce / Retail
Year of release:
2021
Project Overview
THE BRIEF
A self-initiated e-commerce website concept created for IAMMI, an Italian design studio known for its playful and unconventional ceramic objects. The project explores how the brand’s distinctive visual identity and sculptural products could translate into an expressive yet functional online shopping experience.
The goal was to design an e-commerce experience that would present IAMMI’s products as both functional objects and pieces of contemporary design. The website needed to preserve the brand’s bold personality while creating a clear path from discovering the collection to exploring individual products and completing a purchase.
The concept included the key stages of an online store experience, from brand and product discovery to catalogue navigation, product pages, shopping cart and checkout.
Process
The project started with defining the website goals, desired user experience and key customer scenarios. I then mapped the site structure and planned the content hierarchy for the main pages and e-commerce journey. Based on this foundation, I developed the visual direction and designed the core interfaces, including the homepage, shop, product pages, shopping cart and checkout flow.
Ideation & Structure
Before moving into visual design, I defined the website’s goals, emotional direction and key user scenarios. The experience was structured around two main journeys: customers arriving with a specific purchase in mind and visitors discovering the brand through its visual identity and products.
This helped shape the sitemap and content hierarchy, balancing storytelling with practical e-commerce functionality and creating clear routes from product discovery to purchase.
Visual Identity
The visual identity is built around a minimal palette of black, off-white and light grey, contrasted with a deep blue accent. Montserrat is used throughout the interface, combining oversized typography with smaller text to create contrast, hierarchy and a clean editorial feel.
Design Solution
The visual concept puts IAMMI’s sculptural products at the centre of the experience. Generous whitespace, oversized typography, organic shapes and a deep blue accent create an editorial feel while allowing the colourful ceramics to remain the main visual focus.
The interface combines expressive layouts with a clear e-commerce structure. Product discovery is supported through category filtering and visually varied catalogue layouts, while individual product pages provide essential information, imagery and direct purchasing actions. The cart and checkout screens simplify the final steps of the journey and maintain the same visual language throughout the experience.
Campaign Visuals
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