Jaktia
Design for Jaktia's e-commerce launch.
Jaktia launched their e-commerce in 2026, and my job was to set the visual direction, design the key screens, and create a design system they could keep building the full site from. Thanks to an experienced Chief Digital Officer on their side and my own e-commerce background, we could make quick decisions together and I could move fast. Everything was delivered in a few weeks, around 100 hours in total.
Highlights
A distinct, clean design language that can scale without me
- A lot of the identity sits in the typography system, imagery and carefully chosen colored elements. It’s designed to be easy to create clean, distinct design with. The serif font exists in only two sizes, so it’s automatically limited to the most important headings.
Just the right amount of red
- Red is risky on the web. It can be confused with errors, and easily become too much. But it’s a big part of what makes the design feel like Jaktia. My goal was that something red is always visible, but kept to smaller elements. The top bar introduces red as a brand colour and makes sure it’s always present.
One product page for… rifles, jackets and fishing bait
- As you can imagine, these product categories have very different images and variant selections. Still, we wanted one template and not three, which involved careful coordination and defining clear priorities & logic.
What I delivered
Visual direction
- Jaktia had brand guidelines for other media, and I translated them into something that works on the web.
Design system
- A robust foundation with color tokens, typography styles, a grid system, an icon set, and reusable components for everything used in the key screens.
Product listing
- The product listing page template with everything that involves: filters, subcategory handling, product cards, and SEO considerations.
Product page
- A product page template built to flex across a wide range of product types.
Home page
- The home page combines a hero, listing, and editorial modules, so it stays alive and relevant through all seasons.
Menu & navigation
- A navigation structure with both a segment selection and a mega menu per segment.
