Shopify Website
Started in 1956, Iceberg is a family owned business with a long history.
Originally located in NYC, Iceberg Army Navy served customers locally and
internationally selling mostly Military and Work Clothes along with Accessories.
Project & Company Details
Iceberg Army Navy is a reputable store that needed a website that caters to customers who are interested in Military style attire. The previous website was a recall to the 90’s retro style, but as time and trends changed, the website also needed to be updated for a more modern look.
The Issue
Full of inventory in-house, but lacking online. Requested a more streamlined, easy-to-find access of their store catalog that will attract 18+ demographics interested in military-style apparel, footwear, and accessories as well as sports such as airsoft and paintball.
The Approach
The entire website had to be re-designed on the front-end using a new Shopify Theme — Symmetry. It has been customized with store specific metafields and metadatas as well as the visual flow showing popular styles for a smoother user experience.
Design
Process
The Fonts
Quantico, angular font family
San-Serif [ for descriptions ]
The Colors
OD Green, Coyote Brown, Black
Audience
18+ Demographics interested in military style attire—combat uniforms, jackets, footwear, patriotic support, and tactical accessories.
Many of the customers look for very specific clothing material [ex. 100% Cotton Rip-Stop] or function [ex. AR 670-1 Compliant, Concealed Carry, etc.] so I created metafields that enables easy item search and visual tags.
Organization + Item Descriptions
