Chantelle
Transforming Chantelle’s Online Presence with Unified eCommerce Design
Design Collaborations
Design Sprints
Visual Explorations
UI/UX Design
Design Collaborations
Design Sprints
Visual Explorations
UI/UX Design
Live site
https://chantelle.com/fr
Digital design
Commerce-UI x Jakub Reis
Chantelle is a family-owned company designing lingerie since 1876 with 10 000 points of sales in 79 countries. Known for its innovation and elegance, the brand has captivated customers with its diverse offerings through sub-brands like Chantelle, Chantelle X, Chantelle Pulp, Chantelle EasyFeel, Chantelle LAB. Each sub-brand had its own creative DNA. The challenge for Commerce-UI was to design an eCommerce experience that seamlessly unified Chantelle’s sub-brands, celebrating their individuality while reinforcing Chantelle’s premium identity.
The Goals: A Seamless Blend of Brand and Commerce
Chantelle envisioned a site that would be:
- Intellectual and accessible, exuding a refined simplicity with an edge.
- A reflection of the brand's pillars: craftsmanship, forward-thinking innovation, cultural relevance, and honesty.
- Commercially effective yet rich in storytelling, designed to engage, inspire, and convert.
We wanted our eCommerce platform to express who we are—a definitive brand in lingerie inspired by the multifaceted woman of today.
Renaud Cambuzat, Global Chief Creating Officer
Weaving Cohesion into Creativity
A Unified Framework with Individual Flourishes
We prioritized building a cohesive visual framework through meticulous layout and typography choices. By starting with Chantelle’s overarching vision, we crafted a flexible design foundation that allowed for both unity and differentiation. The Chantelle team gave us the creative freedom to experiment, enabling us to explore design directions that honored each sub-brand’s personality while contributing to a harmonious overall aesthetic.
Proud Design Choices
Some design elements emerged as true standouts, showcasing the perfect balance between innovation and intention:
- The 'Brand Overtake' Feature:
This dynamic homepage element was a game-changer. Recognizing the diversity within Chantelle’s collections, we created a feature where the Chantelle logo and homepage colors adapt to reflect each collection’s unique identity. This subtle yet striking detail not only celebrates the individuality of each sub-brand but also reinforces the collective Chantelle identity.
- Immersive 'About' and Brand Pages:
To tell Chantelle’s story in a way that resonates, we reimagined the 'About' and brand pages as immersive experiences. Layered messages, captivating imagery, and intuitive navigation invite customers to explore the brand’s heritage and ethos. These pages were designed to forge an emotional connection, turning site visitors into brand enthusiasts.
Commerce-UI just understood very well what we want, what the brand is about right from the first design proposition. We didn’t really have a lot of feedback.
Natalia Kotkowska, Head of Design at Chantelle
Results: Tangible Success and Optimistic Initial Findings
The results of the redesign have been promising, delivering measurable improvements without the typical performance dip often associated with website overhauls. While these are early results, they reflect a strong foundation for long-term success:
- Website Performance Remained Strong: Despite the substantial changes, the redesign did not negatively impact e-commerce performance—a common issue in the early stages of a redesign.
- Improved Product Discovery: Finding products became more intuitive, leading to a twofold increase in CVR (conversion rate) and usage by converters.
- Enhanced Engagement: Visitor engagement saw a significant boost, with 20% of users reaching the footer compared to just 8% on the previous homepage design.
- Lower Bounce Rate: The homepage experienced a notable reduction in bounce rates, reflecting a stronger connection with visitors.
- Positive Reception: Internal teams and testers described the new site as “modern, feminine, engaging, inclusive, and refined.
Crafting a Digital Experience as Sophisticated as the Brand
By unifying sub-brands under one cohesive identity and integrating storytelling with seamless commerce, Chantelle’s redesigned website exemplifies how legacy brands can modernize without losing their soul. The project stands as a testament to what’s possible when creativity and collaboration meet strategic clarity.
As Chantelle continues to monitor performance, the early results speak for themselves: a timeless brand, refreshed for the digital age.
