Sports Aventure®

Sports Aventure is an outdoor gear store in Bordeaux, specialising in hiking. As a regular customer, I found a spirit of adventure in its aisles that its website didn't convey. I rethought the experience on my own, without a brief.

A visually dated site built around a faded green, designed as a catalogue rather than an invitation to head out. Categories and products were hard to find, and nothing was designed for mobile.

Watching the store and its customers first: what they look for, what they ask at the counter. Then looking at how the big outdoor brands talk about the field. Site structure came before design, and field imagery was chosen before anything else: that's what makes you want to go.

An identity rebuilt around four elements: type, palette, imagery and icons. A new logo, the full website, and its extension to print: posters, bags, loyalty cards.

A palette from the field. The original faded green gives way to earthy khakis and deep browns, taken from nature.

A mountain for a logo. A stylised mountain, simple and strong, placing the store in the visual family of the major outdoor brands.

A site that makes you want to head out. Direct access to categories and store features, full-bleed images and a large 'Explore' title: every screen pushes you further, on desktop as on phone.

Custom icons. A set of simple icons to find your way through the interface.

The website, the workshop, rentals, the blog, then the store itself: posters, shopping bags, loyalty cards.

Presented informally in the store: the team liked it, with no budget to take it further. The project remains a demonstration of what the store could be online.