E-commerce design

  • Client
    Eccellenze Alimentari Fedeli
  • Areas
    Brand identity, Creative direction, UX/UI Design, Front-end & Back-end Development, Digital identity, Interaction Design.
  • Awards
    Honorable Mention e Mobile Excellence - Awwwards
    Special Kudos Award - CSS Design Awards
    Site of the day - Mindsparkle Mag

Eccellenze alimentari Fedeli is a family-owned company that operates in the production and sale of food excellencies and it’s on a continuous search for the best traditional italian products since 1981.

In 2020 they got in touch with Zerozeroeffe looking for an online platform to manage and sell their products and expand their customers base in the market. We helped them have a brand new digital identity and a living up to their name e-commerce.

Branding & Creative direction

Quality and traditions are the main guidelines that brought us to the definition of Fedeli’s new digital image in a combination of earthy tones, high-end photography, and an elegant yet modern typography.

The animated logo is a minimalist monoline synthesis of the main typical products of the Umbria craftsmanship for which Fedeli’s family is famous all across the country.

The photography is a combination of portrait and still life that stands out from the dark layout of the website thanks to its chiaroscuro and earthy tones. All of this is thought to highlight the quality of Fedeli’s products and to emphasize the attention and the timeless professionalism of the family.

User experience & User interface Design

Thanks to the collaboration among designers and developers, we achieved a great mobile and user friendly e-commerce, scalable on every device with a seamless and satisfying shopping experience.

The design of the entire flow, from the add to cart to the checkout through the smart filter of the product catalogues, has been thought to let only the essential elements of the navigation stand out, so that the user can easily get what he’s looking for in his happy path. The navigation has been finalised to the development of a seamless shopping experience on every device.

The entire look & feel of the website has been based on the resulting indicators of the user’s emotional journey, looking for an empathic identification with the user on the look for the best food products on the markets.

The dark mode and earthy tones has been chosen as a decoy of the maturing process of the products. The elegant and refined font pairing, the well balanced animations and minimalist interaction elements played a role in conveying high quality, tradition, care and excellence of the Eccellenze Alimentari Fedeli brand.

Development & technology

The technology solution is based on two important pillars: WordPress CMS for its flexibility and customisation capabilities, and WooCommerce for its scalability and possibility of integration with every service. We achieved a fair front-end and back-end flexibility allowing the creation of a highly customised and easy to use tool that leave tool sia per la gestione degli ordini e del magazzino che per il monitoraggio delle vendite.

Launch & growth

The launch of the new double-lingual responsive e-commerce brought the brand in 2020 to increase its sellings and reach a new market, thanks to the purchase of the products not only on the italian territory but all across europe.

Why this blue?

The blue colour we’ve chosen is not like every other blue.

The psychology of the blue colour calls to mind feelings of calmness, serenity and peacefulness.

For us tech head, the HEX code #0000FF represents the Windows “blue screen of death”, the error screen that brings to a system reboot. When everyone sees an arrest, it’s a restart for us.

Our #00F blue becomes, then, a metaphor on how we approach every project with calmness, tranquillity and professionalism, and combine our digital knowledge and experience with our attitude to break the mould to bring change and innovation on every screen.

👨🏻‍🎨 ⎯ 👩🏻‍🎨