Oleana — E-commerce Platform for Norwegian Knitwear

As a second-generation, family-owned business, Oleana wanted to combine its heritage with a contemporary, shopper-centred digital experience that both drove sales and told its brand story. Our task was to bring e-commerce and brand building together in one platform, expressing Oleana’s tone of voice through a content-rich, inspiring shopping journey.

(Work developed under ANTI)

Oleana’s commitment to sustainability and craftsmanship set it apart, but it was hard to show the value of high-end textiles and versatile styles in an industry crowded with fast fashion and greenwashing. Our task was an e-commerce experience that combined product storytelling, shopper-centred design and brand authenticity, driving sales while strengthening Oleana’s brand story.

We created an e-commerce strategy and design that prioritised both user experience (UX) and brand storytelling, bringing product and content together to build loyalty and drive sales.

We created a new brand platform for Oleana to tell their story and engage with their audience, inviting them to be a part of the brand's communication. In addition to the reboot of their visual identity, we also designed a full e-commerce experience, and established a brand hierarchy to help Oleana transition to the digital age.

Key components of this approach included:

Optimised User Flows for Sales: We designed e-commerce user flows that were intuitive and frictionless, focusing on ease of navigation and product discovery. From landing page to checkout, every touchpoint was optimised to maximise conversion and engagement, ensuring a streamlined journey for shoppers across all devices.

E-commerce and Brand Building as One: E-commerce and brand storytelling were treated as one strategy, where product presentation and Oleana’s voice worked together. The UX reflected Oleana’s tone: playful yet refined, rooted in heritage but looking ahead. This helped create an emotional connection with shoppers as they explored the collections.

Content-Rich Shopping Experience: Oleana’s e-commerce platform was designed not just as a sales tool but as an editorial hub. We integrated inspirational content directly into the shopping journey, letting users explore the craftsmanship, sustainability and design stories behind each garment, and connect with Oleana’s values while making informed purchase decisions.

Character-Driven UX Design: The user experience carried Oleana’s personality. A clean yet expressive design language mirrored its Scandinavian-inspired aesthetic, and the playful use of colour, texture and typography strengthened the brand character throughout the platform.

Sustainability Storytelling: Sustainability was at the heart of Oleana’s brand, and our e-commerce strategy brought this narrative to life. Dedicated sections and integrated content emphasised their responsible sourcing, ethical production, and commitment to creating long-lasting garments. Sustainability was not just a feature but a key part of the product’s story, presented in a way that resonated with conscious consumers.

Shopper-Centred Product Selection: To enhance the product experience, we introduced personalised shopping tools that allowed users to easily filter products by material, style, and sustainability attributes. Shoppers were also guided by tailored product recommendations based on their browsing behaviour, creating a more personalised and enjoyable shopping experience.

Mobile-First, Responsive Design: We made Oleana’s platform fully responsive, with a mobile-first design that gives a consistent shopping experience on phone, tablet and desktop, keeping storytelling and user experience the same across devices.

Together with Oleana, we created a platform where brand building and sales work as one. In collaboration with photographer Silje Bryn Knutsen, stylists and fashion PR agency Borti, developers Frend Digital and Oleana’s creative leadership, the result is a content-driven e-commerce experience built around product visibility and customer engagement.

The platform is designed to be easy for e-commerce managers to run, and to carry the brand’s inspiration and craftsmanship to a new generation of customers.