Downtown

Identity, experience and interface design for a premium online brand focused on aggregating and curating a handpicked selection of D2C brands in India enhanced further with ML driven discovery.

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The identity was designed to communicate core value propositions of the brand: Discovery, Data and Premium. A unique combination promising it’s users a contemporary shopping app helping them discover new age D2C premium brands to shop, through machine learning. Heavy inspiration was taken from premium shopping streets around the world, which see one common visual: Arched windows.

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Our approach to designing the app experience was to create an absolutely new experience for ecommerce. Right from the elimination of a pure white background. We wanted users to know that every brand here was curated and was special.

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