Tatras is a Japanese luxury outerwear brand best known for its down jackets, with a customer base that now reaches well beyond Japan. As eCommerce became central to how that audience discovers and buys, the brand wanted a digital presence that matched the quality of its product and the growing preference among luxury customers for quieter, more understated design.
DBCO worked with Tatras on brand positioning and strategy, an eCommerce site audit, a Brand Discovery phase, user experience design and custom designs for key pages on Salesforce Commerce Cloud, together with packaging concepts, UX consultancy, and quality assurance and accessibility.
Brand Discovery, Desktop
Product Detail Page, Mobile
Mega Navigation, Mobile
Research and analytics shaped the starting point. Luxury customers were moving towards quieter, more considered design, and Tatras' positioning needed to meet them there without losing the confidence of the product. DBCO distilled the brand to its essentials and defined a digital identity built on restraint: precise, minimal and assured, with the clothing given the space to carry the brand.
Product Detail Page, Desktop
The Brand Discovery phase reworked every element of the interface, from typography and colour to buttons, menus and forms, to reflect that identity. The output was a digital style guide; it keeps the brand consistent across every key journey on the site, and across the teams working on it after launch.
DBCO then designed the key pages individually: navigation streamlined to bring customers quickly to the main categories, product pages for mobile and desktop that present each piece in detail, responsive components that adapt cleanly across devices, and forms with real-time feedback. Packaging concepts carried the same minimal language through to delivery.
Brand Discovery, Desktop
15th Anniversary Campaign, Mobile
The redesigned experience delivered a notable increase in conversion rates across Tatras' markets, and gave the brand a digital presence matched to its standing in luxury outerwear. Restraint is the harder discipline online; a busy store can hide weak decisions behind activity, while a quiet one exposes every element to scrutiny. The store now holds that discipline on every page, and the product carries the brand as it should.
eCommerce Packaging
DBCO worked with Tatras, the Japanese luxury outerwear brand, on brand positioning and strategy, an eCommerce site audit, a Brand Discovery phase and user experience design for its eCommerce experience on Salesforce Commerce Cloud. The work produced a digital style guide, custom designs for key pages, packaging concepts, UX consultancy, and quality assurance and accessibility, repositioning the brand for a global luxury audience with a preference for understated design.
The Brand Discovery phase reworked every element of the Tatras interface, from typography and colour to buttons, menus and forms, to reflect a refined, minimal identity. It produced a digital style guide that keeps the brand consistent across every key journey on the site, and it set the direction for the key page designs and packaging concepts that followed.
DBCO began with research and analytics, which showed luxury customers moving towards quieter, more considered design. The experience was built around that: navigation streamlined to the main categories, product pages for mobile and desktop that present each piece in detail, responsive components that adapt cleanly across devices, and forms with real-time feedback, so customers in every market meet the same precise, minimal brand.
A digital style guide documents how a brand appears online: typography, colour, spacing, imagery and the design of interface elements such as buttons, menus and forms. For a luxury brand it protects consistency as a site grows and as different teams work on it, so every new page reads as the same brand. For Tatras, DBCO's style guide came out of the Brand Discovery phase and governs every key journey on the site.
Designing for understated taste means removing anything that does not serve the product or the customer: fewer elements, generous space, precise typography and a restrained palette, with the product imagery carrying the brand. Restraint has to be deliberate, not empty, so each remaining detail is resolved with care. For Tatras, DBCO defined a digital identity built on that restraint, giving the outerwear the space to speak for itself.
For an online customer, the package is the first physical contact with the brand, so it either completes or undermines the experience the site creates. Designing packaging alongside the store keeps the identity consistent from the first visit to delivery. For Tatras, DBCO developed packaging concepts in the same minimal language as the digital experience, so the brand reads the same on screen and at the door.