PAA Web

YEAR
2022

SECTOR
Homeware,
Gift/Craft

CLIENT
Phung An Artisan

Brand Identity,
Brand Strategy, Web Design,
UX/UI

Inspired by Vietnamese nature and culture, PAA blends modern aesthetics with traditional handicrafts to create sustainable products. PAA’s website will emphasize the brand’s message and identity, offering an interactive space to appreciate the works of Vietnamese artisans. The user interface focuses on simplicity and modernity, highlighting craft products to preserve and celebrate Vietnamese handicrafts, creating a digital journey of brand exploration.

The PAA website is meticulously designed to preserve the brand’s core identity elements, including its logo, color palette, and typefaces. It utilizes a standard 12-column grid system to effectively manage extensive textual content, enhancing readability and editorial possibilities. Stunning image sliders feature beautiful collection photos on hero images and throughout the site, drawing visitors in.

Interactive hover effects, designed with a striking contrast of regular and italic font styles, highlight different product categories, making navigation engaging and intuitive. The black and white base colors create a minimalist backdrop that accentuates the vibrant handicraft collections, giving the website the feel of an online contemporary art museum and serving as an archive of Vietnamese artisan heritages.

The website design features a horizontal scroll to showcase items and collections, enhancing user interaction while maintaining elegance. Ample white space ensures harmony between sections and allows each product to shine. Layering effects add depth, with photo sliders scrolling over text layers and products dynamically appearing on text when hovered over.

The website’s unconventional layout, with uneven spaces between photos, text, headlines, and sliders, evokes the feel of a physical magazine and experimental editorial. The overall design merges contemporary web principles with the traditional beauty of Vietnamese artisans, offering visitors an immersive journey through PAA’s exquisite collections.