AX Store
The fastest growing gaming store in Kuwait
The brand
AX Store is one of the biggest gaming accessories store online in Kuwait and UAE with over 10,000 active customers. Despite being so popular in Arab countries, and having a strong Instagram influence already in place, AX Store has never had a congruent branding, and website that stood out on its own. And we were entrusted to reimagine their vision, and create a site that would speak to their brand values and take their brand to another level. Online store from gamers to gamers.
Understanding the challenge.
AX Store needed a website that would simplify the product searching process and offer a much more enjoyable purchasing experience. Previous store made it hard for users to sort through products and filter them by specifications.
We were faced with issues like: plain and boring user interface, really basic filtering options, no dynamic categories, lack of branding, not optimized mobile experience, as well as limited search filtering.
Problems
- Plain and boring website design
- Website not optimized for mobile devices
- Limited filtering possibilites
- No visible branding
- No dynamic content
Solutions
- Completely overhauled website design
- Mobile-first design and development
- Dynamic filtering options for each taxonomy
- Congruent branding across all online media
- 60+ dynamic templates created
Logo concepts
We were tasked with preparing a complete rebranding package for the AX to go alongside the new website. The most important part was creating a memorable logo emblem.
In the process we have prepared 6 logo concepts of which number 1 was chosen.
Explanation
We took a concept of an X letter consisting of a letter “A” and “X” inside of it. Then we offset the top part to the left and removed the outline fill to create the AX. We wanted to create a logo that not only show the “A” and “X” but rather intertwine them together to create an interesting and dynamic emblem that can be easily placed on any kind of product – whether it be digital or print. We have used one drawn out line without any brakes or gaps to create one congruent, symmetric, modern, and professional look.
Style Guide
Colors
RGB
255 255 255
RGB
248 53 58
RGB
217 217 217
RGB
255 255 255
RGB
RGB
Main
Alerts
RGB
255 255 255
80%
60%
40%
80%
60%
40%
80%
60%
40%
Other colors for UI
Typography
Gilroy
bold
medium
light
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Andale Mono
bold
light
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Buttons
- primary buttons
- secondary buttons
Logo in use
– from gamers to gamers
Branded Merchandise
We have created branded merchandise such as t-shirts and key tags
Printed media
Stationery design for office use and necessary printed media
From gamers to gamers
The rebranding package included the complete overhaul of AX Store’s Instagram account with new rebranded templates for product launches and online social media campaigns.
Website has been design mobile-first and we wanted to create an easy purchase experience for AX Store’s clients. Easily accessible filtering options, slide-out carts, and AJAX product search were the most important factors.
New Instagram branding was put in place, with all the new patterns, components, graphics, and illustrations.
A style guide for website and digital use was created for future use and an easy reference point.
The fastest growing
gaming store in Kuwait
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