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Noirfonce
Redefining Noirfonce to differentiate itself and stand out in the noise
Redesign of Noirfonce's visual identity and website to enhance its brand personality, improve user experience, and optimize conversion.
The result: a more recognizable brand, a functional and scalable platform, and a digital experience aligned with its position in the global streetwear market.
Client and Context
Noirfonce is a brand founded in 2015, specializing in sneakers and streetwear. With a physical store and a strong digital presence, it attracts over 114,000 monthly visits from strategic markets such as Japan, Germany, the United States, and the United Kingdom.
Their proposal is based on authenticity, product curation and a refined shopping experience, which has allowed them to position themselves as a European benchmark in streetwear.
However, its digital platform did not clearly convey this differentiating value, nor did it offer a user experience in line with its international reputation and ambition.
Challenge: Redefine to grow
New website identity
The main challenge of the project was to redefine Noirfonce's visual identity to give it greater personality, consistency, and brand recognition. Despite having a solid product offering and a loyal following, its image did not clearly reflect its positioning in the global streetwear market.
The challenge was to find a visual identity that captured and conveyed Noirfonce's unique character. We were looking for a cohesive and distinctive aesthetic that not only represented the brand but could be felt in every user interaction while browsing the website.
Highlight the product and optimize conversion
Added to this challenge was the need to optimize the user experience in the online store: improving navigation, highlighting the product and facilitating conversion were key objectives to consolidate its growth and translate its reputation into tangible results.
Visual exploration: from generic to authentic
To redefine Noirfonce's visual identity, we started with a key idea: its previous image relied almost exclusively on the product, with a functional but generic web design, similar to any e-commerce site. This limited its ability to stand out and communicate its personality.
We created different visual directions and actual web elements — such as product cards and page structures — so that the client could assess which one best represented their evolution.
The goal was to create a unique look and feel, with urban imagery, videos, and interactive sections that would provide a rich and distinctive experience. A vibrant, coherent, and memorable identity, capable of reflecting Noirfonce's authenticity in every digital interaction.
Final design and design system
Based on the new identity, a robust and scalable design system was developed, providing visual consistency across the entire digital experience. This system served as the foundation for designing a website that not only reflected Noirfonce's unique character but also addressed key functional business needs.
Specific solutions were incorporated, such as modules for communicating upcoming releases, preorder functionalities, and tools for displaying equivalencies between international sizing systems. All of this was done while maintaining clear, visually impactful navigation designed to maximize conversion without losing the brand's curated and editorial spirit.
Design to differentiate
A digital evolution that enhances Noirfonce's identity, improves usability, and transforms experience into a brand value.
The redefinition of Noirfonce's digital identity has solidified the brand as a recognizable and memorable entity in its own right, beyond the products it distributes. The new, coherent, and distinctive visual system has allowed it to gain a foothold in a saturated market, reinforcing its position as an international benchmark in streetwear.
The website design has been extensively optimized to improve usability, accessibility, and conversion, ensuring a seamless, inclusive experience tailored to a demanding global audience. Furthermore, key functional needs—such as managing product launches, pre-orders, and size guides—were addressed, enhancing both the shopping experience and the autonomy of the internal team.
The result is a robust, scalable platform ready to support Noirfonce's growth with a clear, consistent identity aligned with its brand ambition.
