A beautifully created and good-looking digital flagship store

Dutch branding agency Build in Amsterdam - specialising in e-commerce - collaborated closely with Secrid to create this aesthetically pleasing and beautifully crafted digital flagship store. Different to most other e-commerce platforms and loved by our Dutch Digital Design curators. Secrid is a family business and design brand based in The Hague - internationally known for creating the first and original wallet card protector, made in the Netherlands.

The Objectives

Despite already creating an iconic product, there was still room for Secrid to reach even more consumers and use the full potential of their digital platform. Build in Amsterdam took on this challenge, and embarked on a year-long journey to help make this happen: the creation of a new digital flagship store - mixing the spirit of Secrid’s 20 years of expertise with future-proof aesthetics and timeless typography that stands the test of time.

Secrid's old website did no longer match the continuously evolving brand and all of its innovative and sustainable features. End users did not recognise the brand online compared to the in-store experience. 

Now - for example - the website's Mix & Match section where users can configure their wallet, re-creates the explorative and experimental character of a Secrid design lab where designers test new materials, colours and techniques. The agency wanted to bring that element to the website and offer customers the ability to do the same thing online.

How to match the Secrid Brand Mission

Secrid’s mission is to 'inspire the world to consume in a more conscious way. With an eye for the world and the people around us. With Secrid, you are carrying something good. An ethical product that is socially and sustainably produced and long-lasting.' Build in Amsterdam achieved this online by telling impactful stories throughout the whole platform. 

Besides that, agency and client conducted strategic sessions and defined values together. The agency then looked at the Secrid physical points of sale and their flagship store in Rotterdam. Here they were struck by the in-person connection. It was more than just a showroom. It was a space where visitors are invited to enjoy a cup of coffee, take a peek behind the scenes at how everything is made, and can even customise their favourite wallet on the spot. The agency recognised immediately that they had to translate that feeling into the digital store - emulating the store’s warm feel and personal touch.

The editorial style really works. A lot of custom/unique components which keeps things looking fresh and interesting. Christian Mezöfi - Dutch Digital Design curator & head of design, Dentsu Creative

The Client Brief

The website looks very different because Secrid is very different from most other brands. The way they are organised, the way they run meetings and take product decisions. They challenged the agency to be inspired by the Dutch national airport Schiphol, and combine this with a Yin-Yang perspective from the far east. Making it feel like a classy Italian espresso bar and infusing it with a touch of soul and jazz. This unique blend of aesthetic values naturally led to something very different than what is already out there.

Behind the Scenes

As mentioned, Build in Amsterdam's core-project team worked very closely with the Secrid design team. The whole project was one long conversation instead of having occasional sprint reviews. 

It meant they almost acted as their in-house design team with the additional expertise in e-commerce and branding. This collaborative design approach enabled the agency to get an in-depth understanding of the brand values, and, ultimately, deliver a digital flagship store that matches Secrid's mission and vision.

A Brief Insight into the Technology

The Secrid platform uses a modern technology stack with Storyblok as its Content Management System, and CloudSuite as the e-commerce system.

The headless front-end is built with Next.js. Build in Amsterdam's dev team was responsible for implementing the design, creating the front-end and connecting all external systems.

Awards & Evaluation

• Secrid won an Awwwards SOTD 

• Since the launch of the new website, Secrid saw a 7,03% increase in revenue growth compared to the same period the year before

Love the bold expressions used with the typography and the colours. Cassie Ng - Dutch Digital Design curator & senior design, Rōnin Amsterdam