A New Era for CHER’17: Fashion Meets Digital
Challenge
CHER’17 is a Ukrainian fashion brand known for its clear positioning — “So simple, so chic.” Our goal was to translate this essence into a seamless digital experience. The brand team approached us with a clear request: to bring this formula to life across both the design system and the e-commerce website. The previous platform couldn’t handle growing traffic, held back online sales, and left the e-commerce experience lagging behind offline. At the same time, we had to implement an updated design system that would support the website and unify all brand communications.
Design System
We began with the design system, which had to become the foundation for everything: from the website to packaging materials. In parallel, we dived into audience research to better understand how the brand is perceived today and where it could go next. After a series of interviews, we defined the core feeling behind CHER’17 — refined elegance that isn’t afraid to take risks. That became the emotional lens we used while building the design system.
Brand Mark
Another key request from the client was to create a brand mark that felt truly iconic. We went through dozens of iterations in search of “the one.” When the final version emerged, the brand team instantly knew it was the right one. The mark represents a simple, elegant flower formed from the letter “C,” the first letter of the brand’s name. At the same time, it subtly echoes the shape of cherry stems. It’s self-contained and works beautifully on its own as a visual accent and a delicate detail that captures the femininity, lightness, and sensuality of CHER’17.
Typography
In fashion, typography tends to be more flexible than in many other industries. Type choices and design systems evolve more frequently, adapting to collections, context, and shifting trends. That’s why we created a structured foundation while intentionally leaving space for creative flexibility.
The brand’s primary typeface is TWK Lausanne Pan. Its forms and proportions echo the geometry of the logo, resulting in a cohesive visual system. It comes in three main weights: bold, used for large headlines that add visual tension; regular, the most versatile, maintaining balance and gently supporting content; and functional, designed for small sizes and fine print.
In addition to the core typeface, we introduced a calligraphic accent — Sloop Script Regular. It’s used selectively: for special events, limited collections, or collaborations where a sense of flair and emotional emphasis is needed.
Color
We kept blue as CHER’17’s signature color, as it reinforces brand recognition. At the same time, we introduced a set of utilitarian tones to bring balance across the interface and core functional elements, allowing blue to feel more refined. For seasonal drops and special projects, we defined additional color palettes to give the system greater flexibility.
Application
We designed CHER’17’s identity with the understanding that it needs to live across various surfaces and contexts. That’s why we developed assets for a wide range of brand touchpoints — from packaging to physical materials. We focused not only on formats, but also on materiality: paper, fabric, metal, transparent plastic, and cardboard. For a brand that aims to stay ahead of trends, experimentation is essential. So we deliberately moved beyond standard applications.
Website
One of the core challenges was adapting complex e-commerce logic to the local context, including unstable payment systems, peak loads during sales, traffic from multiple sources (Instagram, search, influencers), and the need for fast customer communication. At the same time, building a cohesive brand experience was essential. It needed to feel consistent across all touchpoints.
We started with UX research, conducting interviews to identify specific customer pain points and address them directly. We built a customer journey map to analyze user behavior on the website and used it to define a mobile-first interaction model. Built with a mobile-first approach, the site was also carefully optimized for desktop to support large visuals, animations, and catalog browsing.
Every touchpoint, from search to checkout, was designed to avoid overwhelming the user while still offering maximum functionality. The personal account supports multiple interaction scenarios, allowing users to save preferences, check order history, and access a clear sizing guide. Each product page includes close-up photos to highlight materials, construction, and details, as well as photo and video reviews from real customers.
The homepage now features ready-to-wear looks, a one-click purchase option, and improved filtering and sorting, making the shopping experience as effortless and refined as the brand itself. To help users discover the new experience, we also produced a walkthrough video that highlights the key features of the updated website.
Result
In our work with CHER’17, we found the balance between functionality and aesthetics. The user experience became intuitive: easy to navigate, shop, and pay. At the same time, the visual language remained refined, distinctive, and full of character. Function brings simplicity. Identity brings chic.
Creative director – Oleksii Pokryshen
Design Director – Masha Bystrova
UI/UX lead — Anton Hrechynskyi
Senior UI/UX designer – Anna Poly
UI/UX designer — Vika Hermanenko
Designer — Lina Maria Shlapak
Senior Strategist — Margo Nazarenko
Art Director (Video)— Katerina Syniavska
Creative copywriter (Video) — Olesya Gostishcheva
3D & motion – Sergii Irkhin, Vova Leshchenko
Project managers — Vika Kuzminova, Darina Panisheva
CHER’17 founders — Ivan Kryshtal & Tanya Parfiliieva
Marketing director — Viktoria Holoborodko
Project manager — Yulia Shyshkina
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