Rodebjer was founded in New York in 1999 by native Swede Carin Rodebjer. The brand has two flagship stores in Stockholm and the collections can also be found in the best department and key stores throughout Sweden and with selected retailers in over 20 countries. The brand’s quest is to enhance personalities yet simplify everyday clothing decisions through relevant, timeless and versatile fashion that meet the many needs of the modern woman.
Following a comprehensive redesign of the brand's visual identity, led by Fredrik Nathorst of All Blues, Rodebjer and Nathorst turned to us for a redesign of the Rodebjer webshop. Our project was constrained to the design of the site, which was subsequently to be built by an external web development agency. With a clear ambition of differentiating Rodebjer from competing fashion brands, in particular on the Swedish market, the aim was set on avoiding a solution that was overly minimalistic. The magazine world, with its typographically dense pages and heavy mastheads was used as a reference, guiding the typographic choices on the new site.
We delivered a comprehensive front-end prototype, as a guide to the web development agency. Unfortunately, their finished product is far below our expectations and requirements.