AETO
A bilingual Shopify store for a quiet-luxury eyewear brand
AETO is an eyewear brand with a calm, premium presence, selling to a bilingual Gulf market. We set the visual direction and developed its online store on Shopify, so that shoppers meet the brand first and then move to the collection, the product and the purchase in one continuous experience.
- Industry
- Eyewear and fashion retail
- Project type
- Online store
- Our role
- Visual direction and store development
- Duration
- One month
The goal
To build an online store that presents AETO as an eyewear brand with a calm, premium presence, and turns its identity into a complete buying experience. Shoppers should be able to discover the brand, explore the collection, compare options and reach the right product easily, without losing the editorial character of the brand.
The challenge
The store had to balance two different worlds. A fashion editorial experience needs large images, quiet space and visual storytelling, while e-commerce needs clear products, filters and a direct purchase. Eyewear is chosen by taste and personality as much as by specification, so shoppers want to see the shape, the colour, the frame and the setting, and still reach availability, delivery and returns quickly. The experience also had to feel natural in both Arabic and English, in its images, content, reading direction and currency, and not like a version translated afterwards.
The solution
We built the experience around two paths that work together. An emotional path introduces the world of AETO through photography, story and identity, and a functional path leads to the collection, the filters, the product pages and the purchase. The interface is calm, with neutral colours, generous space and large images, while product information, calls to action and trust elements stay within reach at every stage. Content, images and products are rearranged for each screen size, and the grids and filters become simpler on small screens.
How the work went
- 01
E-commerce UX
We divided the journey between discovery and purchase. Content and photography build desire and trust first, while the collection, the filters and the product page stay direct once the shopper decides to buy.
- 02
Store development
We developed the store on Shopify, with a collection page, filtering and sorting, and entry points to the customer account.
- 03
Cart and checkout journey
Product details, calls to action and trust elements stay visible along the way to purchase, so the shopper never has to search for them.
- 04
Bilingual RTL and LTR experience
Arabic is a complete primary interface with correct right-to-left layout, Arabic content and navigation that follows the reading direction. English runs on the same system.
Key screens
Design decisions
Trust close to purchase
Trust elements such as delivery, returns and secure payment sit next to the buying journey, where the shopper needs them.
Photography that informs decisions
Images are a main part of how the shopper decides, not background decoration.
Filters that match eyewear
The filters follow how people actually buy glasses: colour, frame shape, type and price.
Brand-led commerce structure
The site moves from storytelling to purchase naturally. The shopper gets to know AETO first, then reaches the collection and the products without feeling a switch to a different experience.
A product-focused product page
The product page opens with a large image gallery, then the price, status, options and purchase. Delivery, returns and care information sits at a secondary level, ready when the shopper wants it.
A localised shopping experience
Arabic is handled as a full primary interface, with correct right-to-left layout, Arabic content, local currency and navigation that follows the reading direction, alongside an English version of the same system.
Visual direction
- Aesthetic
- Quiet luxury: editorial, minimal, timeless, refined and contemporary.
- Typefaces
- An editorial Arabic display typeface, with a clean, minimal sans serif for the interface.
- Imagery
- Premium lifestyle photography with a Gulf character, warm natural light, refined architecture and simple styling, alongside clean product photography that focuses on the details of the glasses and the quality of the materials.
- Motion
- Calm, unhurried movement: subtle fades, image reveals, hover transitions and soft changes between product images. Fast movement and heavy effects are avoided, so motion never slows the decision to buy.
Under the hood
Technology
- Shopify
What changed
One unified experience
A premium fashion identity and clear e-commerce functions sit together in a single experience.
A clearer path to purchase
The route runs from discovering the brand to exploring the collection, then to the product and the purchase.
Easier product filtering
Shoppers filter products by the attributes that matter most to eyewear buyers.
Consistent Arabic and English
Both languages offer the same experience, and Arabic is not a visually translated copy.
Minimal, timeless interface
A neutral palette of warm ivory and black, large typography and wide spacing, with very few decorative elements, keep the glasses and the photography at the centre.
A shopping journey built on trust
Content and images build confidence before the purchase, and delivery, returns and secure payment information stays close to the buying steps.
Clear product discovery
The collection page, the filters and the sorting help shoppers narrow the range by the attributes that matter when choosing eyewear.
What we delivered
- Collection and shop page
- Filtering and sorting experience
- Customer account entry points
- Arabic and English interfaces
- Responsive design system
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