JOVI

A premium ecommerce concept built around tactile product storytelling, personalisation, gifting and everyday carry.

Concept Website — Independent concept redesign by ajak.Web. This project is an unsolicited design concept and is not affiliated with or endorsed by JOVI Leather.

JOVI concept homepage hero with the headline 'Give something that stays.' over a deep maroon editorial colour-block, beside an editorial photograph of the Everyday Sling worn cross-body — 01 / Website overviewJOVI

The briefDesign with a purpose

Industry: Fashion / E-commerce
Project type: Independent concept
Services: Web design · UI/UX · Development
Built with: HTML, CSS & JavaScript

The challenge

Design a flagship e-commerce concept that avoids every "luxury ecommerce" cliché — no black-and-gold, no cold minimalism, no generic product-grid hero — while still landing the core idea: the site should feel expensive, and the products should feel like a pleasant surprise at the price.

The design direction

A warm paper-and-espresso palette with a single JOVI maroon accent, one secondary editorial colour per section rather than a full palette at once, and an Instrument Serif / Hanken Grotesk pairing chosen specifically to avoid the Fraunces-and-Inter look already used elsewhere in this portfolio. Five of the six Signature Products now carry original concept photography shot to a single consistent art direction; the sixth, plus every supporting material and construction detail, still runs on the hand-built SVG line art and colour-blocked panels the concept launched with — so the real photography sits inside the same illustrated-editorial system rather than replacing it outright.

In the detailsWhat the website does

01The Gift Finder — a three-question interactive quiz (recipient, occasion, budget) that recommends curated pieces instead of a filter sidebar
02Live Personalisation Preview — typed initials render instantly as an embossed monogram on the chosen product
03Product Storytelling Tabs — Material, Construction, Interior, Hardware, Personalisation and Packaging, each with its own illustrated vignette
04"What's in the Bag" — an editorial annotation system pairing the Everyday Sling's lifestyle photograph with numbered callouts for the pieces it's built to carry
05The JOVI Wall — a rotated, mixed-size collage of customer moments and quotes styled like a physical pinboard rather than an Instagram grid

JOVI Signature Products rail showing the Everyday Sling as the lead lifestyle photograph, paired product close-ups for the Bifold and Card Case, the Keychain Fob, and the gift set — 02 / Product SystemOpen full size ↗

JOVI Gift Finder quiz result step showing two curated leather goods recommendations with price and a short reason for the match — 03 / Gift FinderOpen full size ↗

JOVI personalisation section with initials typed into an input field appearing as an embossed monogram on a photograph of the leather bifold wallet — 04 / PersonalisationOpen full size ↗

JOVI What's in the Bag section pairing a lifestyle photograph of the Everyday Sling worn cross-body with a numbered list of the Card Case, Keychain Fob, Bifold and Daily Essentials — 05 / Everyday CarryOpen full size ↗

JOVI homepage on a mobile viewport with the maroon campaign hero, headline 'Give something that stays.' and a photograph of the Everyday Sling — 06 / MobileOpen full size ↗

The intentionA practical next step

Leather goods, told through gifting and personalisation.

This concept demonstrates a design approach. It does not claim measured business results or a client endorsement.

Explore the working concept