An elegant digital journey that honors Vietnamese craft through thoughtful design and storytelling.
Phùng Ân needed a website that reflects traditional craftsmanship values while appealing to modern users. The goal was to create a smooth, intuitive product browsing experience that tells the brand story and elevates product value. The challenge was balancing traditional aesthetics with modern, user-friendly design to attract younger audiences. The website had to serve as a digital space that showcases Vietnamese artisan heritage while providing an engaging and seamless exploration of Phùng Ân’s exquisite collections.
• Purpose and Vision • Positioning Statement • Audience Personas • Core Values & Behaviors
Layơ Lab developed a clean, intuitive interface with clear navigation that allows users to easily explore and appreciate the handcrafted beauty of Phùng Ân’s products.
The website uses a 12-column grid system for effective organization of text content, improving readability and editorial flexibility. Large image sliders showcase key collections and draw visitors’ attention. Hover effects combine regular and italic fonts to highlight product categories and encourage interaction. The black-and-white minimalist background enhances the vibrant colors of the artisan products, creating the feeling of an online contemporary art gallery. These features improve user engagement, encourage longer browsing times, and deepen connection between users and the brand.
Purpose and Vision Positioning Statement Audience Personas Core Values & Behaviors
“Motto® spent the time to dig in and understand our soul. They understood our aspirations and how to tell our story. They are such an inspired team to work with and a great process to go through. They had perfect project management with clear timelines, expectations, and communication. We had a wonderful collab.”
The design blends modernity and tradition through a minimalist color palette, grid structure, and flexible typography to enhance aesthetics and user experience.
(VISUAL) The primary black and white color scheme provides a neutral backdrop that highlights the vivid colors of handcrafted products. A 12-column grid ensures clear, orderly layouts that are easy to navigate. Typography combines regular and italic styles, creating interactive hover effects that help users distinguish categories. High-quality image sliders with layered effects add depth and artistic flair. Thoughtful white space balances the layout, providing a clean, airy feel. The asymmetric layout mimics print magazine design, adding a creative, editorial vibe that increases site appeal and reflects the artisanal story.
(Key features)
Purpose and Vision Positioning Statement Audience Personas Core Values & Behaviors
“Motto® spent the time to dig in and understand our soul. They understood our aspirations and how to tell our story. They are such an inspired team to work with and a great process to go through. They had perfect project management with clear timelines, expectations, and communication. We had a wonderful collab.”
Phùng Ân required dynamic, smooth motion and engaging interactions to captivate visitors, increase attention, and foster connections with the brand.
(FEATURE) Layơ Lab incorporated gentle animations to enhance user interaction without compromising page load speed. Hover effects highlight product details and category labels by switching font styles smoothly. Image sliders and layered visual elements move fluidly, providing natural scrolling experiences. Transitions between sections are soft and seamless, encouraging continuous exploration. These motion details create a warm, approachable feeling that draws users closer to the brand story and the artistry behind each handcrafted piece, strengthening brand engagement and user satisfaction.
(WHAT WE DID)
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(FUNCTION) The website uses a 12-column grid system for effective organization of text content, improving readability and editorial flexibility. Large image sliders showcase key collections and draw visitors’ attention. Hover effects combine regular and italic fonts to highlight product categories and encourage interaction.
(FUNCTION) The website uses a 12-column grid system for effective organization of text content, improving readability and editorial flexibility. Large image sliders showcase key collections and draw visitors’ attention. Hover effects combine regular and italic fonts to highlight product categories and encourage interaction. The black-and-white minimalist background enhances the vibrant colors of the artisan products, creating the feeling of an online contemporary art gallery. These features improve user engagement, encourage longer browsing times, and deepen connection between users and the brand.
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(FUNCTION) The website uses a 12-column grid system for effective organization of text content, improving readability and editorial flexibility.
(FUNCTION) The website uses a 12-column grid system for effective organization of text content, improving readability and editorial flexibility. Large image sliders showcase key collections and draw visitors’ attention. Hover effects combine regular and italic fonts to highlight product categories and encourage interaction. The black-and-white minimalist background enhances the vibrant colors of the artisan products, creating the feeling of an online contemporary art gallery. These features improve user engagement, encourage longer browsing times, and deepen connection between users and the brand.
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