Foxall has designed a new etail site, Watchthatlabel.com, art directing its look and creating an identity for the launch.
The consultancy was appointed in September 2010 by former Condé Nast senior manager of international new markets Jil Wensauer – who has set up the site. She previously worked with Foxall co-directors and brothers Andrew and Ian Foxall when they designed Vogue Turkey in 2009.
Designed ’from a print perspective’, the Watch That Label project has allowed the consultancy ’to ignore any supposed Web limitations’, Andrew Foxall says.
Central to the concept is introducing customers to emerging fashion labels they might not be familiar with, according to Foxall, who says that through the design customers are ’submersed in the designer’s world in order to build up familiarity and trust’.
A ’meet the designer’ section with footage from catwalk shows and interviews with label designers will feature when the site goes live imminently.
The look is characterised by negative space that Foxall says ’will become a good brand signifier’. Black and white has been applied and natural hues with some red highlights. ’We didn’t want to compete with the colours on the clothing,’ says Foxall.
Watch That Label’s identity is a ’stacked logo’ that sits in a ’label-shaped’ rectangle, a design which will ’give the customer confidence’ and, Foxall believes, work better than anything ’too elegant or too fresh’.