Website redesign for e-commerce site dekbedden.com

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This customer received 45 web designs from 7 designers. They chose this web design from pb as the winning design.
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Web Design Brief
We are a small online retail company in the Netherlands, selling duvets and pillows online. We are in this business since 2007. We sell (mainly) down duvets, aiming on the higher income classes.
Re-design of elements and pages in order to refresh the site and make it more consistent.
We are fairly content about our website. After two years of existence, it is time though to put some new insights in it, and to renew the various elements in one single design direction (unity).
Target Market(s)
Consumers, 30-50 years old, medium-higher income class
Industry/Entity Type
Business
Number of Pages Required
4 page
Font styles to use
Other font styles liked:
- Does not need to change probably.
Colors
Colors selected by the customer to be used in the logo design:
Look and feel
Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.
Elegant
Bold
Playful
Serious
Traditional
Modern
Personable
Professional
Feminine
Masculine
Colorful
Conservative
Economical
Upmarket
Requirements
Must have
- - Keywords about design
- o Modern
- o Clear
- o Readable
- o Good usability
- o Converting
- Files to deliver:
- - .PSD file,
- - Every Page and Elements must be in separate layers.
Nice to have
- It's a redesign, so it should look like the old one :-)
Should not have
- Not to difficult.