CASE STUDY · 06
Back to projectsMORAINE
Outdoor jackets for the long way around.
The idea
What if outdoor gear was designed around time outside, not just performance?
MORAINE began as an exploration of a quieter kind of outdoor brand, built around quality jackets for people who want to spend long hours outside in comfort.
Rather than treating each jacket as an isolated product, the collection works as a field system: Shell, Insulation and Anorak. Each has a different role across changing weather, movement and the slower moments in between.
The digital experience follows the same thinking. A scroll-led journey moves from approach to traverse to return, while imagery, concise copy and motion build the world around the products without overwhelming them.
The result is a brand and digital concept where product, landscape and experience all speak the same language.
Design principles
Built for the long way around.
Give every layer a role in the day.
Keep the interface quiet enough for the product and landscape to lead.
THE EXPERIENCE
Scroll the route.
Meet the layers.
Find your way through.
MORAINE behaves more like an outdoor brand experience than a traditional shopfront. The homepage introduces the collection through landscape, movement and changing conditions before opening into three dedicated product journeys.
Each product page gives Shell, Insulation and Anorak its own visual identity while keeping the wider MORAINE system consistent.
- Scroll-led homepage with three narrative scenes
- Dedicated Shell, Insulation and Anorak product experiences
- Full-bleed product imagery with editorial storytelling
- Material-led palette of khaki, moss and clay
- Responsive layouts across desktop and mobile
- Clear product storytelling built around weather, movement and duration
SEE IT IN THE WILD