Minimalism, craftsmanship and maritime heritage - translated into e-commerce

The design journey of Andersen-Andersen began with a clear ambition: to create the world’s best sailor sweater. A garment where function and form are inseparable. Many of their styles are intentionally symmetrical, with identical front and back. Originally, this helped sailors dress in the dark at sea. Today, the idea serves a new purpose, as rotating the sweater can reduce wear and extend its lifespan.

When it comes to quality and craftsmanship, Andersen-Andersen are true experts. But in e-commerce, they were navigating unfamiliar waters. Their digital presence did not yet reflect the same calm, substance and authenticity found in their products and physical store.

In early 2024, Andersen-Andersen reached out to us with a clear goal: to translate their strong brand identity into a webshop that feels just as considered and uncompromising as their knitwear. It was essential that the online experience mirrored the feeling of stepping into their physical store - honest, understated and full of character.

En minimalistisk webshop til klassiske designs

When Andersen-Andersen came to us, their creative identity was already well defined through their products. Our task was to create a digital framework that could carry the same DNA – without noise and without unnecessary elements.

Behind the final webshop lies a thorough and iterative design process. Every element was evaluated, adjusted and reconsidered to achieve the right balance. The goal was a visual expression that feels both modern and timeless, while respecting the brand’s maritime roots and uncompromising approach to quality.

The result is a webshop where everything superfluous has been removed. Inspired by old maritime logbooks, the layout is built around columns and rows with strict proportions, creating a linear, almost archival aesthetic.

The colour palette is reduced to black, white and Andersen-Andersen’s iconic orange signal colour. Typography is classic, consistent and kept at the same size throughout. Together, these choices create a calm, balanced and highly intentional visual language.

The webshop is minimalism at its best. While the design draws on industrial and maritime references, there is a lightness to the experience that allows the products to take centre stage. The purchase flow is simple, intuitive and stripped back to its essentials.

As a distinctive feature, we implemented a shuffle function next to the filters. This allows users to mix the product selection and explore freely – recreating the sense of discovery you experience when browsing a physical store.

The project has now been brought safely to shore, and Andersen-Andersen’s new webshop is live. The digital universe clearly reflects the brand’s maritime heritage and expresses its identity down to the smallest detail.

The strict lines, classic typography and restrained use of colour remove distractions and create a focused, seamless user experience. Andersen-Andersen wanted their webshop to feel like entering their store – a place where exploration feels natural and finding the right product is effortless.

That ambition has been fulfilled. The new webshop speaks the same language as the products and is fully aligned with the brand’s audience.