Imagine it's 2020. The world feels unsteady and uncertain. Amidst the chaos, a spark ignites in the heart of Tolu Oye, founder of Meji Meji, fueled by a simple question: "What story would I leave behind?" From this introspective spark, Meji Meji, pronounced /meh-gee meh-gee/, was born.Meji Meji is more than just a brand; it's a vibrant tapestry of Tolu's heritage, resilience, and unwavering faith. As a child, Tolu was immersed in Black culture, where vintage African-American styles blended with vibrant West African textiles, all set to the infectious beats of Juju music. These experiences shaped her creative vision.
Meji Meji honors Nigerian heritage, presenting it as a source of inspiration through the lens of Black identity. But the story doesn't end there. Meji Meji also advocates for women's empowerment, believing every voice should be heard and every story acknowledged. It's a brand that goes beyond trends, speaking directly to the soul.Consider the garments as echoes of forgotten stories, waiting to be rediscovered. They are designed to empower the wearer, serving as a canvas for self-expression and cultural pride.
As Tolu and I discussed the upcoming "Midnight Snack" collection, a sense of shared purpose filled the room. The collection, inspired by nostalgia and childhood memories, offered a unique perspective. However, Tolu's current website, while functional, didn't fully represent the essence of "Midnight Snack" or the brand's evolving identity.
Tolu envisioned more than an e-commerce platform. She wanted a comprehensive digital experience, a website that would serve as the central hub for Meji Meji's story. This hub would include a "diary" for customers to peek into her mind and creative process, a “TV & Radio” section to showcase the brand's spirit, and a gallery to explore the Meji Meji world. Tolu stressed the need for a seamless blend of functionality and captivating aesthetics.Studio Unruly's role was evident. Tolu needed a complete website overhaul that would showcase the "Midnight Snack" collection and serve as a platform for Meji Meji's multifaceted narrative. She also sought our creative expertise in creating a visually engaging lookbook that would integrate seamlessly with the website's design.
The challenge before us was to translate Meji Meji's rich heritage and Tolu's creative vision into a digital experience that resonated with their target audience. We were eager to collaborate and bring this vision to life.
The first step on this collaborative journey was achieving a deep understanding of Meji Meji's visual language. Tolu's vision was clear: a website that paid homage to the bold and vibrant aesthetics of 90s Nollywood cinema. However, this unique aesthetic need to be translated into the digital world while ensuring all the crucial functionalities of an e-commerce platform were met.Our design process began with a deep dive into research, gathering a wealth of visual references. Blaxploitation films and the captivating movie covers of 90s Nollywood cinema became our source of inspiration.
Typography: A Bold Statement
The era of 90s Nollywood was known for its use of bold and impactful typography. Drawing from this rich visual heritage, we crafted a typographic style for the website that mirrored this aesthetic. Display headers were designed with a nod to the heavy strokes often seen on Nollywood movie covers, creating a sense of power and drama. For body copy, a cleaner and more readable font was chosen to ensure optimal user experience.
Color Palette: A Celebration of Vibrancy
The color palettes used in 90s Nollywood were anything but shy. Bold and bright colors were prominently featured, often set against stark black backgrounds. We adopted this color strategy for the website, using Meji Meji's brand colors as the foundation for the overall scheme. A primarily black background served as a canvas, allowing the brand's colors to truly pop and create a visually arresting user experience.
Motion Design: A Touch of Nostalgia
The 90s wasn't an era known for complex motion or animations. To capture the essence of the time period, we opted for a more minimalist approach to interaction design. Simple and punchy interactions with a touch of repetition were incorporated, subtly evoking the visual language of the era while maintaining a modern user experience.
By meticulously translating these design elements inspired by 90s Nollywood, we laid the groundwork for a website that would not only be functional but also deeply resonate with Meji Meji's brand identity and target audience.
Navigation: A Walk Through the House
While the visual language drew inspiration from 90s Nollywood, the website's overall structure was designed to serve a specific purpose: to create a digital home for Meji Meji Mama, the embodiment of the brand's spirit.The website's navigation system was meticulously designed to reflect the concept of a digital home. Each main section was envisioned as a different room within the house, accessible through a user-friendly menu system.
This welcoming entryway provided a high-level overview of Meji Meji, showcasing the latest collection, upcoming events, and snippets from Mama's Diary.
Step inside Mama's closet, the heart of the house and the online store. Here, users could browse the latest collections, explore product details, and seamlessly complete their purchases.
This cozy nook served as a platform for Mama's thoughts and stories. A blog format allowed for in-depth exploration of Meji Meji's creative process, inspirations, and cultural influences.
Pull up a virtual chair in Mama's living room and immerse yourself in the brand's multimedia content. This section housed engaging videos and audio programs, offering a glimpse into the world of Meji Meji.
Wander down memory lane in the house's gallery. This visual archive showcased a timeline of Meji Meji's collections, pop-up events, and brand milestones, allowing visitors to connect with the brand's journey.
By weaving the concept of a digital home into the website's structure, we aimed to create a more intimate and engaging user experience. Visitors wouldn't just be browsing a website; they would be stepping into Meji Meji Mama's world, fostering a deeper connection with the brand.
The "Midnight Snack" collection, with its evocative theme of childhood nostalgia, demanded a lookbook that captured its essence in a way that resonated with the target audience. To achieve this, we collaborated closely with our talented photographer, Daniel Uwaga.
Simple Yet Aesthetic: Highlighting the Products
Our primary goal for the lookbook was to showcase the collection's pieces in a way that was both aesthetically pleasing and effective. We opted for a minimalist approach, allowing the clothing to take center stage. A simple backgrounds, thoughtful lighting, and strategic composition all aimed to highlight the details, textures, and functionality of each garment. Through subtle details and creative direction, Daniel skillfully captured the essence of childhood nostalgia within the photographs. A model's playful expression, the hairstyling of the models as well as wardrobe styling – these elements all worked together to evoke a sense of familiarity and comfort for the viewer.
With the design finalized and the lookbook captivatingly showcasing the "Midnight Snack" collection, it was time to translate this vision into a fully functioning website. This is where my expertise in Webflow came into play.
Building on a Strong Foundation
Leveraging the power of Webflow, we meticulously constructed the website, ensuring it functioned flawlessly across all devices – desktops, tablets, and mobiles. This responsive design approach guaranteed a seamless user experience regardless of the platform used to access the website.
Bringing the Design to Life
The website wasn't just static visuals; it was an interactive experience. We carefully incorporated subtle animations and interactive elements that brought the design to life. These elements, inspired by the minimalist approach of 90s Nollywood, added a touch of nostalgia and user engagement without compromising the website's overall functionality.
A User-Friendly Shopping Experience
E-commerce integration was a crucial aspect of the build. Using Webflow's capabilities, we seamlessly integrated a user-friendly online store. Customers could browse the collection, view detailed product information, add items to their carts, and securely complete their purchases – all within a smooth and intuitive interface.
The culmination of our collaborative efforts was a fully functional e-commerce platform that didn't just showcase products; it embodied the very essence of Meji Meji. The website served as a digital home for Meji Meji Mama, a platform for storytelling, and a celebration of Nigerian heritage. It was responsive, SEO-friendly, functional, and most importantly, truly on-brand.This project served as a testament to the power of collaboration. By combining Tolu's vision with Studio Unruly's design and development expertise, we successfully translated Meji Meji's unique identity into a captivating digital experience, empowering them to connect with their audience on a deeper level.
WRITTEN BY: TOBI EFUNNOWO
We seamlessly blend the authenticity of cultural narratives with the innovation necessary for global resonance. The alchemy lies in our ability to harmonize authenticity and innovation, creating a unique and impactful experience that sets us apart.
