The UI was engineered from every vantage point to drive users where the client really wants them to go: the Shop page. Once there, they'll see a clean, straightforward layout that makes buying a breeze.
When I say everything was custom, I mean everything—right down to the animated interaction users have with the site menu on mobile.
The client was very attentive to the importance of the global navigation for such a massive e-commerce site. We sat down—at a Roasterie cafe in KC—and dedicated a whole spitball-and-sketch session to the nav alone.
The Roasterie's official brand colors are black and white. I'm not being figurative; their colors are literally #000000 and #FFFFFF. But they do incorporate a new blue color to shoot materials through with a little whimsy now and then, so I too picked my spots to break up the monotone palette—which I do love, admittedly (look around you right now).
A subtle little animation way down in the footer? Who does that? Me, that's who. I'm tellin' you: delight in the little details, it makes all the difference.