INDUSTRY: Web design, UX/UI, and e-commerce
CLIENT: Calao
YEAR: 2024
E-commerce for a lifestyle yoga brand
Overview
Calao is an Israeli e-commerce brand selling premium, eco-friendly yoga and pilates equipment. The brand positions itself at the intersection of sport and lifestyle products that are built to perform and designed to look good doing it.
I designed the full website, from concept through final design.
The challenge
build a site that feels premium and editorial without losing the warmth
The yoga and pilates equipment market defaults to one of two aesthetics: clinical and functional, or earthy and spiritual. Neither reflects how calao's audience actually lives, active, design-conscious, and not particularly interested in being sold a lifestyle they already have.
The challenge was to build a site that feels premium and editorial without losing the warmth and accessibility the brand is built on. And to do it in Hebrew, for a bilingual audience, on a product-heavy Shopify store.
The Concept
clean without being cold
The site was designed to work the way the brand thinks: sport and lifestyle already belong together, so nothing on the page should feel like it's trying to close the gap between them.
Visually, the approach was clean without being cold. Product photography carries most of the weight, the mats have strong visual identities of their own and the design gives them room to be seen.
Typography and layout step back where the product steps forward. The bilingual Hebrew/English experience was designed with the brand's tone in mind: the Hebrew is warm and direct, the English is editorial and confident, and they share the same space without competing.
