Redefining Noirfonce to stand out and rise above the noise.
Noirfonce
Role Year
Product Designer 2025
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Redesign of Noirfonce’s visual identity and website to enhance its brand personality, improve user experience, and optimize conversion. The result: a more recognizable brand, a functional and scalable platform, and a digital experience aligned with its position in the global streetwear market.
Client and Context
Noirfonce is a brand founded in 2015, specializing in sneakers and urban fashion. With a physical store and a strong digital presence, it attracts over 114,000 monthly visits from key markets such as Japan, Germany, the United States, and the United Kingdom.
Its value proposition is built on authenticity, curated product selection, and a refined shopping experience, which has allowed it to position itself as a European benchmark in streetwear.
However, its digital platform did not clearly convey this unique value, nor did it offer a user experience aligned with its reputation and international ambitions.
Challenge: Redefine to Grow
New Website Identity
The main challenge of the project was to redefine Noirfonce’s visual identity to give it greater personality, coherence, and brand recognition. Despite having a solid proposition and a loyal audience, its image did not clearly reflect its positioning within the global streetwear market.
The goal was to find a visual identity that captured and conveyed Noirfonce’s unique character. We aimed for a cohesive and distinctive aesthetic that would not only represent the brand but could also be felt in every user interaction while browsing the website.
Highlight the product and optimize conversion
Adding to this challenge was the need to optimize the online store’s user experience: improving navigation, highlighting the product, and facilitating conversion were key objectives to strengthen growth and translate the brand’s reputation into tangible results.
Visual exploration:
from generic
to authentic
To redefine Noirfonce’s visual identity, we started from a key insight: its previous image relied almost exclusively on the product, with a functional yet generic web design — similar to any standard e-commerce site. This limited its ability to stand out and communicate its personality.
We created different visual directions and real web elements — such as product cards and page layouts — so the client could assess which one best represented their evolution.
The goal was to build a distinctive look & feel, featuring urban imagery, videos, and interactive sections that would deliver a rich and unique experience. A living, coherent, and memorable identity — capable of reflecting Noirfonce’s authenticity in every digital interaction.
Final design and design system
Based on the new identity, we developed a solid and scalable design system that brought visual coherence to the entire digital experience. This system served as the foundation for designing a website that not only reflected Noirfonce’s unique character but also addressed key functional needs of the business.
Specific solutions were incorporated, such as modules to announce upcoming releases, preorder functionalities, and tools to display size equivalencies across international systems. All of this was achieved while maintaining clear navigation, a visually striking design, and a focus on maximizing conversion — without losing the brand’s editorial and curated spirit.
REVENUE
+ 31%
ONLINE ORDERS
+ 21%
Design to differentiate
A digital evolution that strengthens Noirfonce’s identity, enhances usability, and transforms the experience into a brand asset.
The redefinition of Noirfonce’s digital identity has strengthened the brand as a recognizable and memorable player in its own right, beyond the products it sells. The new visual system—coherent and distinctive—has given the brand its own presence in a saturated market, reinforcing its positioning as an international reference in streetwear.
The website design has been deeply optimized to improve usability, accessibility, and conversion, ensuring a smooth, inclusive experience tailored to a demanding global audience. In addition, key functional needs were addressed—such as launch management, preorders, and size guides—enhancing both the shopping experience and the internal team’s autonomy.
The result is a robust, scalable platform ready to support Noirfonce’s growth with a clear, consistent identity fully aligned with the brand’s ambition.
