Craghoppers make the ultimate clothes for travel. But they had a fundamental problem with communicating the benefits of each garment. On top of that, proprietary technologies were getting lost in a sea of regular product benefits and features. We realised that we had a mountain to climb.

Before we moved a single pixel, we realised we needed to organise the list of features and benefits to create some clarity. After much spreadsheet wrangling, we found ourselves with three main groups: headline technologies, product benefits, and features. We could take a deep breath.

The creative process hinged on creating a design system that was at once visually appealing, and also incredibly informative and utilitarian. The system should help our customers navigate our range so easily, so effectively, that they would become experts themselves.

The most visually impactful part of the project is the photography: glorious, high res, macro images of special technical fabrics, wrapped with elemental flourishes that bring to life the garment’s intended use. The custom icon set helped customers identify product benefits, and our whole system behaves responsively, adapting from the small canvas of a swingtag label, to the high res eCommerce environment.