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A family sits at a table outdoors eating while wearing Gobi cashmere

Gobi

A timeless site for GOBI’s high-quality, sustainable cashmere garments

Opportunity

For over 40 years, GOBI has produced exceptional raw cashmere garments in Mongolia. As they’re branching out into European and North American markets, they needed a new web shop to help get them there. From sourcing materials responsibly and locally, to manufacturing all of their own products, through self-distribution, GOBI’s brand is built on traceability, sustainability, and quality. But this story wasn’t being told through their previous site, and without an in-house designer, they were struggling to properly highlight their products and brand. That’s where the Half Helix team came in, building a best-in-class web store with intuitive navigation, impactful product storytelling, and beautiful representation of GOBI’s virtuous brand values. Nominated for an Awwward, the site measures up with the quality of the products, and is sure to help take GOBI’s success to greater heights.

Disciplines

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Intuitive navigation for genderless garments

Most of GOBI’s designs are gender-neutral, timeless staples. To offer an intuitive, uncomplicated shopping experience, the Half Helix team needed to craft the site’s navigation to be sure shoppers can find exactly what they’re looking for. Visitors can browse by gender, category, or collection, and gender-neutral designs are front and center on the homepage. Kids items are all genderless, and grouped only by category.

Desktop design for the hero of Gobi's homepage

Telling the story of GOBI’s products and brand

GOBI sources raw Mongolian cashmere locally and ethically, taking pride in working only with a select group of trusted herders. Their production focuses on quality and sustainability, and these values are a core part of the brand’s identity. The new web store puts the story behind GOBI garments front and center — from their comprehensive About Us page through to each and every Product Detail Page.

Gobi website section showcasing the different types of goats they source wool from
Desktop screenshot of Gobi's product page

A clean, high conversion shopping experience

Of course, conversion and a seamless shopping experience were of utmost importance for the new GOBI site. From the ease of browsing through whatever categorization suits the shopper through to the crystal clear product detail pages, people can easily find exactly what they’re looking for. Upon hitting a specified spending threshold, shoppers can select from a range of gifts with their purchase.

Diptycht image of hanging laundry and a woman smiling with a drying sheet

Related Work

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