Otto Keller has been manufacturing high-quality down and feather-filled bedding and sleeping products for 75 years. The success of the classic blankets and pillows is based on the combination of state-of-the-art machinery and responsible manufacturing expertise. The Moby Digg design team was commissioned to conceptualize and develop this store for the family business.
The company works with experts from the fields of medicine and research, has high standards for the ecological and animal-friendly production of all its products, and is providing information on the subject of sleep. The Moby Digg team therefore made it their mission to present both sales and expertise in balance. The conceptual link between the store and the magazine proved to be a challenge.
To ensure that the high-quality products are in the foreground, the online store is designed to be minimalist and clearly structured. A reduced design should direct the focus of the users on the content. The corporate identity of the company was used as a basis. However, the look of the already existing B2B website should also be different from the B2C version.
The restrained design of the online store impresses with a calm color and font design. The soft earth tones and grayish green nuances are in harmony with Otto Keller’s corporate design.
The earth tones are used stringently for products, the green tones for magazine articles. The balanced distribution of the color sections and the large-scale structure of the page layout create the characteristic lifestyle look of the store. Products and articles are treated equally: This creates a subtle and restrained sales offer.
The rather static website is loosened up by small micro-interactions like the hover animations over images and text modules without being irritating. The reduced design also comes into its own in the layout of the product page: large images and small-format prices underpin the minimalist concept.