Evoke a feeling of casualness, comfort and fun while keeping the experience clean, organized and intuitive.
DumBass character and artwork are to be the visual focus
Introduce a shopping cart that could be integrated and customized to keep the same casualness, comfort and fun approach.
Solution:
Created a look that appears to be hand drawn heightening the sense of looseness and fun. Use of earthy color tones for a casual/comfortable feel. Made use of artwork thumbnail pages, interactive product color options, email-a-friend buttons and quick link menus to give the user the sense that they were in control.