Herschel Embodies Beautiful Simplicity
Client
Herschel
Year
2021
Role
Strategy, UX, Design
Ask
Herschel needed to modernize their existing site design system to allow for a more effortless shopping experience and a better way to display their products.
Solution
We reworked their current architecture to allow for intuitive shopping, while implementing brand storytelling to pay homage to their brand identity.
Herschel's product collections are timeless staples - they needed a site that could keep up. We took their existing brand structure and developed a design system that made shopping easier while opening up moments for brand and product storytelling. By designing this new architecture, we enabled the visual design system to work across all their products and offerings.
![Desktop screenshot of Herschel homepage](https://cdn.sanity.io/images/a78u5s9r/production/102ae2886e842629af139183c20008a6ce4ec58b-2161x3874.jpg?w=1920)
Contextualizing Product Throughout
![Orange Herschel Supply Co backpack](https://cdn.sanity.io/images/a78u5s9r/production/96d5d9e47a18bd52da34497303082384768afb75-800x800.png?w=440)
![Person on the beach wearing a Herschel backpack](https://cdn.sanity.io/images/a78u5s9r/production/1cf764d3de73109604210dc5de03f8a1c8fd0a2e-1600x891.jpg)
![Orange Herschel Supply Co backpack](https://cdn.sanity.io/images/a78u5s9r/production/96d5d9e47a18bd52da34497303082384768afb75-800x800.png)
One of the primary complaints from the site experience was the lack of context around the size of Herschel’s most iconic product - the backpack. The lifestyle imagery was beautiful, but the product imagery lacked the context shoppers needed to make an informed buying decision.
To tackle this issue, we created a design system that allowed their product assets to be contextualized across the experience with clever use of a combination of iconography, guided shopping, and on-model videos and photos - keeping the user educated throughout the entire journey to checkout.
![Person by a pool with a Herschel bag](https://cdn.sanity.io/images/a78u5s9r/production/bbd349a0c44912b0de1bddc94672ee3c5bf9c492-800x800.jpg?w=440)
![Lifestyle image with a Herschel backpack](https://cdn.sanity.io/images/a78u5s9r/production/1645bc7c9946db87e91d408e282ef2b1f21ea430-800x800.jpg?w=440)
Restructuring the navigation and Product Listing Pages
Herschel came to us with a challenge to design a user experience that was easily shoppable and still showcased their products and education. We implemented a visual navigation for an easy-to-use menu system that allows customers to quickly locate what they came for. We also reimagined their product listings and tile; what started as a simple redesign resulted in an overhaul of their product listing taxonomy structure.
![Desktop screenshot of Herschel menu](https://cdn.sanity.io/images/a78u5s9r/production/842e1d64232667c7e82c7a680ca197a71c8d6995-2161x1196.jpg?w=1024)
![Desktop screenshot of Herschel PLP](https://cdn.sanity.io/images/a78u5s9r/production/6206ab923672cc5c47753104758a9ce436bb36d0-2161x4777.jpg?w=1024)
Herschel For the Little Ones
It's unfair that only adults can use these iconic bags and backpacks. That's why we teamed up with the Herschel team to create a digital brand language that promoted their Little Herschel products. We created a destination just for the kids through bright colors and energetic illustrations.
![Desktop screenshot of Little Herschel menu](https://cdn.sanity.io/images/a78u5s9r/production/75aa7fe483965df75368a542097bef02ece08e0d-1440x900.jpg?w=1024)
![Desktop screenshot of Little Herschel page](https://cdn.sanity.io/images/a78u5s9r/production/758e77d1ee64c4cbefadcb126e88e08e7762617a-1440x3301.jpg?w=1024)
![Purple tie-dye Herschel backpack above a text module](https://cdn.sanity.io/images/a78u5s9r/production/43bec5408df930df2e53f38594cd5d974346bbcb-563x1156.jpg?w=600)
![Mobile screenshot of Herschel page for new parents](https://cdn.sanity.io/images/a78u5s9r/production/891ee1aad2d0dbc96b95b942325f5be6ee7e32ec-563x1156.jpg?w=600)
![Mobile screenshot of Herschel PDP with blue bag](https://cdn.sanity.io/images/a78u5s9r/production/7d1e1d5d0ede593a44df824cf7aa25bcf4342ca2-563x1156.jpg?w=600)
![Mobile screenshot of Herschel PLP](https://cdn.sanity.io/images/a78u5s9r/production/8b5bbd8568ec14d0c40cc0eec336e92b82ddefb7-563x1156.jpg?w=600)
![Mobile screenshot Herschel shoppable blog](https://cdn.sanity.io/images/a78u5s9r/production/f62fe9d1040d98b5506c1732101d1bc7786884f6-563x1156.jpg?w=600)
![Lifestyle imagery of Herschel blog](https://cdn.sanity.io/images/a78u5s9r/production/55a0ec232552524e27a0bd9f303ed21c0c5a5e18-563x1156.jpg?w=600)
![Mobile screenshot of Little Herschel page](https://cdn.sanity.io/images/a78u5s9r/production/5278b3d212588123ab89014fd5deb1bb9901a845-563x1156.jpg?w=600)
![Mobile screenshot with Herschel lifestyle imagery](https://cdn.sanity.io/images/a78u5s9r/production/d2cbc5c51b489e4d665ee19e1d940b8f8f3e004d-563x1156.jpg?w=600)
![Mobile screenshot of Herschel gift guide](https://cdn.sanity.io/images/a78u5s9r/production/5ef6372ac2848ea0b941c50cf14aaa2ac9b58ff4-563x1156.jpg?w=600)
![Mobile screenshot of Herschel categories](https://cdn.sanity.io/images/a78u5s9r/production/0d19a39320e1cb64b6b17788a5182226816f1b24-563x1156.jpg?w=600)
![Display of Herschel bags](https://cdn.sanity.io/images/a78u5s9r/production/75df9abae721e470ad74abe0f0aa0db6674880ff-306x461.jpg?w=400)
![Images of a woman wearing a pink Herschel backpack](https://cdn.sanity.io/images/a78u5s9r/production/de0d5bd4c9dad8852d11fb81ee10b43399ba7a4f-307x306.jpg?w=400)
![Two people on a dock wearing Herschel gear](https://cdn.sanity.io/images/a78u5s9r/production/47a3d6cba0c79ccece438f646d647ea0874605da-306x461.jpg?w=400)
![Two people on a sandy beach throwing a Herschel bag](https://cdn.sanity.io/images/a78u5s9r/production/9033a00f55010313380e0938aace8d23c8de1af7-307x306.jpg?w=400)
![Herschel backpack with Bart Simpson pattern](https://cdn.sanity.io/images/a78u5s9r/production/4609a4c2b738a7916f6c70be2d81ea4b845e2732-307x461.jpg?w=400)
![Person in a pottery studio with a Herschel backpack](https://cdn.sanity.io/images/a78u5s9r/production/8cf8224ad6456ebb3dc8c6d702ecf966cc397d69-306x306.jpg?w=400)
![Four different Herschel card holders](https://cdn.sanity.io/images/a78u5s9r/production/2f6dc3e91de0a6957ee1bfe0d3aba71a1ff009fc-307x307.jpg?w=400)
![A person with a bright Herschel bag](https://cdn.sanity.io/images/a78u5s9r/production/2bc813f1e0375d2c7062e0a781913894d06fa28b-307x307.jpg?w=400)
![A display of Herschel bags under fake clouds](https://cdn.sanity.io/images/a78u5s9r/production/d9573c2b8be3c052b91d8fe372bca7a93ed6c180-307x307.jpg?w=400)
![Herschel ad with a person and a purple backpack](https://cdn.sanity.io/images/a78u5s9r/production/fa3ab3d56501bb0243850bcff99b6a2d8aecef6e-306x462.jpg?w=400)
![A tennis player sitting next to a Herschel bag](https://cdn.sanity.io/images/a78u5s9r/production/ee78f18e6c616366d70bbae4d923512d0ba2b142-306x461.jpg?w=400)
![Pink Herschel backpack](https://cdn.sanity.io/images/a78u5s9r/production/6db0c80c4fbdeb381f5a2be7e8679388a1658202-306x307.jpg?w=400)
![Herschel bag full of belongings](https://cdn.sanity.io/images/a78u5s9r/production/848437b3f13d2c3f55f3dd88bdd5828971fdca22-307x307.jpg?w=400)
![Kids wearing Herschel backpacks runnings up stairs](https://cdn.sanity.io/images/a78u5s9r/production/14b3501f7e364dd9f059bd60a11726aa34f96a7c-307x461.jpg?w=400)
![Bright orange Herschel bag hanging on a fence](https://cdn.sanity.io/images/a78u5s9r/production/1060631a74df55820154dcd7cbf6c45d9dddf958-306x307.jpg?w=400)