Responsive Web Design

Web Design

Shailendar Chhugani

- Responsive Website Design
- Website Development
- Brand Logo & Identity
- Station


It started with a website requirement first for Shailendar Chhugani, a fashion designer based in India. His studio specialises in middle eastern fashion wear for women also known as jalabiyas and kaftans.

With over 25 years of experience in the field and supplier to some of the top boutiques in Dubai, Saudi Arabia and other middle eastern countries, he is known for his intricate embroideries, rich textures, high quality finishes and unique designs. Having perfected a 13 step process to creating his garments and an existing network of clientele, he never felt the need to develop an online presence. He was also operating under a different business name.

Due to changing times and plans for expansion and future retail, we recommended him to launch his digital website presence with his personal name as the brand name, as he was known by it in his industry. This would build brand credibility, ease of recall and allow for future expansion plans and collaborations.

Needless to say, he agreed.

Web Design Project Details


We researched his audience market and reviewed other designers / brands in the digital domain to to get a pulse of the middle eastern market as this was a different fashion segment.

Not to say that designing western fashion brands is easy. Well, maybe some are.

Next, we looked through middle eastern references and design styles for creative direction. The existing market websites were mostly e-commerce platform based with design being minimum. This allowed us the freedom to create a luxurious user experience to display his garments while communicating his extensive experience in the field.

With the main themes being ornate emboridery, rich color tones, calligraphy styles and the importance of the moon, we had symbiotic elements that we could combine visually to create our responsive website. We created ornate elements as well as tile textures for varied backgrounds avoiding the need for standard, plain background colors.

We recommended the use of gold in the logomark and ornate serif typeface while black was selected as its base color. The secondary color pallete options were deep maroon, rich green and ornate blue. Similiar to the garments on which the gold emborideries were created.

That's just some rich dope, ain't it.

After 25 years, his brand finally had a digital presence he could be proud of and help reach a new set of clients globally.

Middle eastern dope is unique. Oh yeah.

Web Design Project Details
Web Design Project Details