Website Design: Wildcard The Label by Daniella Gershon

Website Design: Wildcard The Label

Daniella Gershon

Graphic Designer

Web Designer

Copywriter

Shopify

www.wildcardthelabel.com

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Objective: To design a website for Wildcard the Label that captures the brand’s identity as the perfect balance between lingerie and underwear. The website should exude a cool, edgy vibe with a touch of vintage aesthetic, appealing to the "cool girl" audience while highlighting the functional benefits of the products, such as sustainability, comfort, support, and adjustability.

Background: Wildcard the Label redefines intimate wear, offering bras and underwear that combine the style of lingerie with the everyday functionality of underwear. Unlike overly sexualized lingerie brands, Wildcard leans into a modern, edgy aesthetic that resonates with confident, fashion-forward women. The challenge lies in balancing this vibe while effectively communicating the practical benefits of the products.

Target Audience: Women aged 18–35 who value style and substance. They’re trend-conscious, environmentally aware, and appreciate intimate wear that feels as good as it looks.

Tone and Style:

Cool and Edgy: A bold yet approachable vibe that sets Wildcard apart from overtly sexual lingerie brands.

Vintage Aesthetic: Incorporate retro-inspired elements like film grain overlays, muted tones, or classic typography to evoke timelessness and appeal to the “cool girl” demographic.

Modern and Functional: Ensure the design feels fresh and relevant, with a clean layout that showcases product details and benefits effectively.

Key Features:

Visual Identity:

Utilize a mix of moody, editorial-style photography with candid, relatable product shots.

Incorporate vintage-inspired design elements, such as subtle gradients, muted color palettes, and classic typography.

Product Highlights:

Create sections to spotlight functional benefits like sustainability, comfort, maximum support, flexible underwire, and adjustable straps.

Use interactive elements (e.g., hover effects, icons, or sliders) to make these features visually engaging.

Shopping Experience:

Intuitive navigation with filters for size, style, and features.

A seamless product page design with easy-to-read descriptions and close-up shots of materials and features.

Sustainability Commitment:

Dedicated section to highlight the brand’s commitment to sustainability and ethical practices, blending it seamlessly into the overall narrative.

Challenges:

Balancing the cool and edgy vibe with the need to communicate product functionality and benefits without overwhelming users.

Ensuring the design feels approachable and relatable while maintaining aspirational appeal.

Creating a seamless shopping experience that reflects the brand’s premium positioning.

Results:

Sales Increased by 300%: The website redesign effectively attracted the target audience, leading to a significant boost in online sales.

Wholesale Opportunity with Urban Outfitters: The elevated branding and functionality generated interest from Urban Outfitters, resulting in an email inquiry to purchase Wildcard the Label for their next collection.

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Wildcard is the happy medium between underwear and lingerie. Wildcard was born for girls who do what they want and wear effortless lingerie on their own terms.

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