Iglucraft saunas and cabins are premium products — handmade, from natural materials. The old website reflected none of that, and said nothing about the atmosphere around taking a sauna or living outdoors.
We wanted the site to feel premium without being distant — the products themselves are homely and warm. Mood photography puts them front and centre throughout, with the story of Iglucraft carrying the brand.
Goals and results: efficient ordering, managed customer flows and higher conversion — and introducing sauna culture to people outside Estonia through the story of the sauna.
One aim was to present the sauna as more than a product. Traditionally it is where people socialised, took time off, even gave birth. It means tradition, and it is used with respect. All of that came through content and photography created by the client, who agreed with the visual focus we wanted and shot materials for the design.
Some projects are storytelling first and lean on visual presentation. We still wireframe to settle the content, then move quickly to visuals so the ideas are easier to discuss. The wireframe set the framework and the path to ordering a product; most of the work happened in the visuals.
A good example of brand identity being interpreted and developed further in the UI phase. We took a step beyond the delivered CVI and, together with the client, pushed it to the next level.