Project
Oleana, a fashion brand renowned for its exclusive high-end wool garments and ethical in-house production, embarked on a journey to reshape its digital presence through an innovative e-commerce strategy.
As a second-generation, family-owned business, they sought to fuse their rich heritage with a contemporary, shopper-centred digital experience that not only optimised sales but also conveyed their unique brand story. Our mission was to seamlessly blend e-commerce and brand building into one cohesive platform, expressing Oleana’s distinctive tone of voice while delivering a content-rich, inspiring shopping journey.
(Work developed under ANTI)
Challenge
Although Oleana’s commitment to sustainability and craftspersonship was a key differentiator, it was challenging to showcase the value of high end textile and bold versatility of garment styles, in an industry crowded with fast fashion and greenwashing claims. Our task was to create an e-commerce experience that integrated product storytelling, shopper-centric design, and brand authenticity—ultimately driving sales while enhancing Oleana’s brand narrative.
Solution
At Nonspace, we created a powerful e-commerce strategy and design that prioritised both user experience (UX) and brand storytelling, merging product and content seamlessly to build brand loyalty and drive sales.
We created a new brand platform for Oleana to tell their story and engage with their audience, inviting them to be a part of the brand's communication. In addition to the reboot of their visual identity, we also designed a full e-commerce experience, and established a brand hierarchy to help Oleana transition to the digital age.
Key components of this approach included:
Optimised User Flows for Sales: We designed e-commerce user flows that were intuitive and frictionless, focusing on ease of navigation and product discovery. From landing page to checkout, every touchpoint was optimised to maximise conversion and engagement, ensuring a streamlined journey for shoppers across all devices.
Seamless Integration of E-commerce and Brand Building: E-commerce and brand storytelling were treated as one cohesive strategy, where product presentation and Oleana’s distinctive voice worked in harmony. The UX was crafted to reflect Oleana’s characterful tone—playful yet refined, rooted in heritage but looking towards the future. This helped create an emotional connection with shoppers while they explored the collections, making them feel part of the Oleana story.
Content-Rich Shopping Experience: Oleana’s e-commerce platform was designed not just as a sales tool but as an editorial hub. We integrated rich, inspirational content directly into the shopping journey, allowing users to explore the craftspersonship, sustainability, and design stories behind each garment. Through seamless blending of product presentation and engaging articles, shoppers were inspired to explore and connect with Oleana’s brand values while making informed purchase decisions.
Character-Driven UX Design: The user experience was infused with Oleana’s unique personality. By adopting a clean, yet expressive design language, we mirrored their Scandinavian-inspired aesthetic. The playful use of colour, texture, and typography further enhanced Oleana’s brand character, ensuring that shoppers experienced a strong sense of the brand’s identity throughout their interaction with the platform.
Sustainability Storytelling: Sustainability was at the heart of Oleana’s brand, and our e-commerce strategy brought this narrative to life. Dedicated sections and integrated content emphasised their responsible sourcing, ethical production, and commitment to creating long-lasting garments. Sustainability was not just a feature but a key part of the product’s story, presented in a way that resonated with conscious consumers.
Shopper-Centred Product Selection: To enhance the product experience, we introduced personalised shopping tools that allowed users to easily filter products by material, style, and sustainability attributes. Shoppers were also guided by tailored product recommendations based on their browsing behaviour, creating a more personalised and enjoyable shopping experience.
Mobile-First, Responsive Design: With the majority of e-commerce traffic now coming from mobile devices, we ensured Oleana’s platform was fully responsive. The mobile-first design provided a seamless shopping experience, whether on a phone, tablet, or desktop, making sure that brand storytelling and user experience remained consistent across all platforms.
Results
Through this innovative approach to e-commerce, we helped Oleana create a unified platform where brand building and sales were one and the same. In giving direction and collaborating with photographer Silje Bryn Knutsen, stylists & fashion PR agents Borti, and programmers Frend Digital, and the creative leadership of Oleana, the result is a rich, content-driven e-commerce experience that enhanced both product visibility and customer engagement, positioning Oleana as a leader in sustainable, slow fashion.
Designed for usability by e-comms managers, supporting inspiration for brand developed; together with Oleana, we have established a platform that has successfully attracted a new generation of consumers who valued both the craftspersonship and the ethos behind each product, securing Oleana’s place in the future of fashion.