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Javier Ferrer.

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Javier Ferrer.

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Time in Buenos Aires:

BRA Cookware

  • Shopify
  • Amazon Storefront
  • Ecommerce
  • UI/UX
  • Applied AI

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BRA Cookware: Amazon Storefront on a laptop

BRA Cookware was already selling in Spain, with a local Shopify store and Amazon Store. The project was a Go to Market: ship the products to the United States and sell them there. I redesigned both stores for that shopper, working with the client’s creative team and Soyculto’s in-house team.

The client was always happy with how their images were handled. What mattered most was not losing the soul of a premium European product when adapting it for the US. The store is still live, although a few months ago I left the agency that runs it.

Years on the project
3
Channels, Shopify and Amazon
2
Collections with A+ content and images
9
Of Amazon conversions came through the Storefront, per Amazon Brand Analytics
70%
European product images from the previous store, in cold light

The problem

A premium brand established in Spain enters the US market with little visual content, all of it made for Europe.

The Spanish store worked. The jump was the problem: a crowded market, a different shopper and client material that was scarce and made for Europe. American shoppers would judge the brand by its images, and that material wasn't enough.

BRA Shopify home and Amazon Storefront on desktop

Two stores, one brand.

Shopify and the Amazon Storefront show the collections with the same photography.

What I did

  1. 01

    Competition

    I studied the competition in the US market before touching a single page.

  2. 02

    Client material

    I took every photo the client sent and edited it for each section and page.

  3. 03

    Adaptation

    I adapted the visual content for US shoppers without losing the brand's European essence.

  4. 04

    Assets with AI

    I generated assets with Nano Banana and edited them in Photoshop and Illustrator.

  5. 05

    Amazon

    I designed the Storefront pages and the A+ modules with their images for the 9 collections: Profesional, Premiere, Efficient Pro, Signature, Master, Infinity, Foodie, Life and Efficient Iron.

  6. 06

    Shopify

    The store started from the Spanish content and was rebuilt in English: copy, images and blocks, all new.

  7. 07

    Campaigns

    I created the campaigns for the key US dates: Labor Day, Black Friday, Amazon Prime Day, Prime Big Deal Days, Cyber Monday and 4th of July. Ads were renewed every month and their images featured the products of the month.

Architecture of both stores

Home

  1. Shopify · Cookware

    • Frying Pans
    • Casseroles
    • Specialty Cookware

  2. Shopify · Collections

    • Non-Stick Aluminum
    • Stainless Steel
    • Cast Iron

  3. Shopify · Pages

    • About
    • Reseller

  4. Amazon · Cookware

    • Dual Pans
    • Wok & Paella
    • Pan Sets
    • Frying Pans
    • Cookware Sets
    • Stock Pots
    • Grills & Hot Plates
    • Sauce Pans
    • Sauté Pan

  5. Amazon · Collections

    • Profesional
    • Premiere
    • Efficient Pro
    • Signature
    • Master
    • Infinity
    • Efficient Iron
    • Life
    • Foodie
    • Efficient Inox
Full home page of the BRA Shopify store

The Shopify home, top to bottom.

Hero, featured collection, three collections and products, closed by shipping, warranty and US stock.

BRA Storefront on mobile: home, collections and Best Value

Phone first.

The Amazon Storefront built for the screen where traffic and conversions arrive, per Brand Analytics and Shopify analytics.

Details: collection tile, product image with measurements and Signature A+ module

Detail at component scale.

Collection tile · Product image with measurements · Signature A+ module

Visual system

Black

#000000

Orange

#F16A00

White

#FFFFFF

Light gray

#EEEEEE

Typefaces

Brotherhood-modf, Montserrat Black

Amazon · Headings

Montserrat Regular

Amazon · Body

Figtree Bold

Shopify · Headings

Figtree Regular

Shopify · Body

Decisions

  1. Raw client photo next to the final listing image

    Imagery / Visual system

    Working the client's images with AI

    I took the client's assets and worked them with AI. The content was scarce and European, and the US market is crowded. I aimed for the product to look premium to that shopper while the brand kept its essence.

  2. The Storefront on a phone in the foreground and a laptop behind it

    UX / Mobile

    Designing mobile first

    I designed the mobile view first and desktop second. According to Amazon Brand Analytics and Shopify analytics, most traffic and conversions came from phones. I aimed for the purchase to feel effortless on that screen.

  3. A ribbon of amber light passing through glass panels without breaking

    Performance / Conversion

    Light loads on the way to checkout

    I prepared every image and load so the site wouldn't load slowly. I aimed for nothing to slow shoppers down on the way to purchase.

Takeaway

  1. Two platforms, one client

    I learned to work with two major platforms for the same client without one cannibalizing the other's traffic.

  2. A big market

    I learned to understand a market as vast and important as North America.

Next project

Estudio Ladera
  • Landing page
  • Motion
  • Architecture