Mackinnon is a New York-based design brand that manufactures elegant writing instruments. Founded in 1886, the company is re-discovering the roots of products and bringing them up to date with timeless design and the use of modern technology. The objective of this project is to create a responsive e-commerce website which has the functionality to increase the conversion rate and a packaging system that reflects the brand’s aesthetics. The target audience varies from 30 to 60 age group, appreciating the beauty of an exquisitely crafted, perfectly executed fountain pen.
The company’s brand values are focused on American craftsmanship and quality. The website needed to be inviting and easy to navigate while providing information about the uniqueness of the writing instruments. An elegant approach is taken to design a website layout with clean typography and good product images. Verlag typeface for its humanist model approach is paired with old-style serif typeface quarto for its high contrast and delicate features. The use of black and gold colors represents luxury, authority, and elegance, and the refined custom logo designed to reflect the authenticity of the brand.