The initial design concept was a stark contrast to the final product. It's an interesting story, to say the least! We never anticipated the official visuals would be so dark, unique, and have premium vibe.

Initially, we approached the project with a standard e-commerce aesthetic: white backgrounds and clean lines. Our first design, which we were quite proud of, adhered strictly to Apple's design guidelines. However, the board of directors rejected it, citing a lack of brand personality. They emphasized that while Apple's standards were important, our brand also had its own identity that needed to be showcased.

The second approach was a significant departure from our comfort zone. None of us had experience designing a dark-mode e-commerce website that was both visually appealing and commercially effective. The challenge was to create a dark theme that was clean, inviting, and showcased products clearly.

We experimented with countless demos to find the perfect shades of gray for the background, product cards, hover states, and every other elements.