Kaiju style kit

For a label that sells in drops: a few pieces at a time, photographed on people, gone in a week. The site is a campaign first and a catalogue second.

Colour

Paper#FFFFFF
The page, the bar, the footer. Everything that is not a photograph sits on white.
Ink#030303
All type, every button, the menu panels and the offer tab. Near-black, never pure, so it sits with the photography.
Coral#FF875F
The BESTSELLER badge and the colour a link turns under the pointer. The one warm note, and it is rationed.
Frost#D6DEE7
The hairlines: under the search field, around a size box, between the tabs. Cool grey, so a rule reads as structure rather than as a line.

Type

Display: Unbounded; Weight 900 · uppercase · responsive 40–120px · tracked −0.03em. Category names, shelf headings, the footer heading.
Label: Chakra Petch; Weight 400 · 14px · uppercase · tracked 1px · leading 1. Bar items, buttons, product names, prices, every control.
Reading: Chakra Petch; Weight 400 · 14–15px · leading 1.6. Product descriptions and the about page.

Made of

Square corners everywhere, and no shadow. A button is a black block with four one-pixel crop marks outside its corners.
Product photographs on a pale grey plate, two pixels apart, with the plus in the bottom-right corner.
Full-bleed photography with a dark gradient at the top so the enormous category name reads in white.
Menus and filters open as flat white or black panels; nothing rounds, blurs or lifts.

Voice

Uppercase where it is a label, sentence case where it is a sentence. Names, not adjectives: a hoodie is heavyweight, boxy, garment-dyed, and then the sentence stops. Counts and sizes are facts; the photograph does the selling.

Hand-built by Akashi Labs for Stashed