Emparo is rebuilding its Swiss storefront so a sprawling, multi-category catalogue reads as curated rather than overwhelming. The redesign focuses on a mobile category tree that actually works, a single trustworthy product card that survives inconsistent supplier photography, and a browsing path that keeps customers moving from product to product instead of exiting. The result should feel minimal, bright and organic while staying unmistakably a serious, trustworthy Swiss retailer.
Overview & Goals
- Make the roughly 40,000 article range feel curated and navigable rather than endless
- Fix the mobile category tree so visitors can actually find their way into the catalogue
- Turn product pages into a discovery moment that keeps customers browsing instead of leaving
- Ship one consistent product card that looks credible even with mediocre supplier packshots
Budget & Timeline
Concept and design system land by mid-November. Category and product templates follow through December. The Magento theme build happens in January, with the storefront live before the spring season begins.
Target Audience
Swiss shoppers browsing a genuinely broad catalogue, from baby gear to garden tools, in their own language and expecting a retailer that feels organised, trustworthy and easy to navigate on any device.
Site & build
- Site type
- Online shop
- Features
- Online shop, Multilingual, Member area, Newsletter signup, Search
- Shop scope
- Roughly 40,000 SKUs across about twenty top-level categories on Magento 2. In scope: home, the category tree, listing and product pages, search and filtering, cart, checkout and the customer account. Out of scope: ERP, payment providers and the shipping integrations, which stay exactly as they are.
- Languages
- German, French, Italian and English. German and French carry the volume, but Italian and English get the same layout — not a stripped-down version of it.
- Key pages
- Home, category landing, product listing with filters, product detail, search results, cart, checkout, customer account, plus the service pages (shipping, returns, contact).
- Content
- Mixed
- Voice
- Trustworthy, Elegant
Brand Story & Voice
Emparo positions itself as the dependable Swiss destination for everyday needs across categories, an elegant generalist rather than a chaotic marketplace. The redesign should reinforce that trust: clear pricing signals, an always visible hotline and free-shipping threshold, and a calm visual system that lets thousands of different products sit together without looking cluttered.
Style
Colour
Measured on the material you sent
References & Moodboard
1 source captured. Click any of them to see it full size.
In the client's own words
We run emparo.ch, a Swiss online shop with a very broad catalogue — baby and toys, car accessories, beauty, office, household, gifts. Around 40,000 articles in about twenty top-level categories, on Magento 2 with a Porto theme we have outgrown. The shop works, but it looks like a catalogue dump: customers who arrive on a product page rarely go anywhere else, and the mobile category tree is where we lose most of them. We sell in four languages (DE, FR, IT, EN) into Switzerland only. We are not rebranding — the name, the logo and the colours stay. What we need is the storefront itself redesigned so the range feels curated rather than endless, and so someone looking for a raclette grill does not have to know which of twenty categories we filed it under.
Scope & Deliverables
- Design system and component library covering typography, colour usage and the single universal product card
- Home and category landing page templates that showcase the breadth of the range
- Product listing template with filters and search results styling
- Product detail template built to stay strong across all supplier photo qualities
- Cart, checkout and customer account templates
- Service page templates for shipping, returns and contact
- Language switcher and multilingual layout handling for all four languages
- Magento 2 theme implementation of the above
Do's & Don'ts
Do
- Keep the free-shipping threshold and hotline number visible on every page
- Keep the language switcher reachable without opening a menu
- Design one product card that works everywhere, including with a mediocre packshot
- Give Italian and English the same full layout as German and French
Don't
- Don't bury the category tree behind a hamburger menu on desktop
- Don't introduce a second product card layout anywhere in the shop
- Don't touch the ERP, payment providers or shipping integrations
- Don't change the existing colour palette