2024
ELDA
A premium shopping experience for a heritage textile brand.
ELDA, a sub-brand of Ambrins Fabrics, approached us to bring their handcrafted block-printed textiles online: a shopping experience that needed to feel as considered as the fabric itself, without slowing down a catalog of hundreds of patterns.
The Brand
Founded in 2024 and based in Colombo, ELDA specializes in authentic block-printed, eco-friendly fabrics sourced directly from India, with Bagru, Sanganeri, Ajrakh, Indigo, and Dabu among the traditional techniques behind every piece. The name stands for Empowerment through Legacy, Design and Artistry: a brand built on craft history, not fast fashion.
Desktop
Tablet
Mobile
The Experience
Customers shop for fabric differently than they shop for anything else: by pattern, by technique, by the meter. We organized the catalog around Fabrics, Clothing, Home and Bedding, and Accessories, and let large, honest product photography do the work instead of dense description. Browsing hundreds of patterns needed to feel calm, not overwhelming.
Craft
Typography
An editorial serif for the wordmark and headlines, paired with a clean, restrained sans for everything a customer actually has to read: pricing, categories, checkout.
Spacing
Product photography given room to breathe. On a catalog this size, restraint is what keeps browsing calm instead of noisy.
Motion
Kept deliberately quiet. The craft on display is in the textiles, not the interface.
Accessibility
Clear category structure and legible type at every size, so the site works as well on a first visit as a hundredth.
One Detail We Obsessed Over
The hover state on each fabric swatch reveals a tighter, second crop of the weave, a small detail that helps translate texture through a screen.
The Outcome
ELDA now has a shopping experience that matches the quality of what they make: easy for the team to manage, and considered enough to hold its own next to the craft in every product photo.
“He really took the time to understand what I wanted. I loved how he did his own research and came up with something so visually attractive and well thought out.”