webmasters
www.lush.ca
www.patagonia.com/home/
LUSH: CLEAN, CLEAR,
AND CREATIVE PATAGONIA: SPEND TIME
AND MONEY EXPLORING
Beyond its skin-lovin’ and summer-scrubbin’ vibes, Lush is all about
keeping with its core values. At the bottom of every page on its website,
a modern footer introduces visitors to the cosmetic company’s top
values using a shared font and separate icons. Creative and colorless,
it’s the combination of soft all caps, punctuation marks, and sketches
that establishes an on-brand and visually appealing feature. From left
to right, the footer reads: "Fighting animal testing, freshest cosmetics
online, ethical buying, 100% vegetarian, handmade, and naked
packaging." Those interested in learning more can click on each icon
to open a new page and find information, pictures, and videos.
With one clean and clear line, Lush captures its essence and
communicates its value system. From promoting locally sourced
ingredients to practicing naked packaging, the company aims to not
only beautify, but also educate customers.
In addition to displaying the menu page-to-page, the website
shows a list of related tags at the bottom of each icon article, a link to
“Discover More Stories,” and an interactive comment section. Tags
include: human rights, ethical buying, suppliers, fresh, ingredients,
and our story. Online visitors can read Facebook replies from Lush
employees to learn tid-bits and enhance the customer experience. Having evolved from a small name that focused on making tools for
climbers, Patagonia is not your average retail company, and neither is
its website. At a glance, the site looks more like a YouTube channel than
a retail experience. While a link to “Shop the Collection” can be found
on the last option of its main scroll menu, visitors have to pass a link to
watch the movie Takayna and a link to watch the trailer for Blue Heart,
both presented by Patagonia. As noted online, its mission statement is
to “Build the best product, cause no unnecessary harm, use business to
inspire, and implement solutions to the environmental crisis.”
Whether promoting the fight for an ancient rainforest in Tasmania or
promoting its latest daypacks, the brand offers a multi-dimensional online
experience. From listing film tour dates and adding a button to sign the
related petition to showing a series of moving graphics that effectively
communicate the environmental benefits to buying its Arbor Pack,
Patagonia is all about providing layers—online and offline. Shoppers can
spend time exploring the “Inside Patagonia” tab on its homepage and
catching up on the brand’s blog, The Cleanest Line. By clicking on the top
tab, customers are encouraged to search and shop by sport: climbing, ski/
snowboarding, surfing, fly-fishing, trail running, and mountain biking.
Displaying more than a simple product line-up to compare and cart,
each label leads to a media mix, including articles, pictures, videos, GIFs,
social media links, and more. Meet brand ambassadors, watch athletes
in action, review DIY repair tips, order a book, and shop the collection.
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