Novita
Digital brand- and ecommerce design taking knitting to the digital age
Making knitting and craft more accessible to a wider audience through an end-to-end ecommerce platform and holistic digital brand experience
Services
Experience Design
Strategy & Insight
Brand Design
Industry
Retail & Fashion
Novita
Digital brand- and ecommerce design taking knitting to the digital age
Making knitting and craft more accessible to a wider audience through an end-to-end ecommerce platform and holistic digital brand experience
Services
Experience Design
Strategy & Insight
Brand Design
Industry
Retail & Fashion
Novita
Digital brand- and ecommerce design taking knitting to the digital age
Making knitting and craft more accessible to a wider audience through an end-to-end ecommerce platform and holistic digital brand experience
Services
Experience Design
Strategy & Insight
Brand Design
Industry
Retail & Fashion
The Concept
Continuous thread from start to finish
We embraced the challenge of making knitting accessible and appealing to newcomers, while enhancing the experience for seasoned enthusiasts as well. Recognizing a significant yet untapped market of aspiring knitters, our creative idea was “weave all the yarn ends together.”
It focused on integrating different facets of knitting—such as materials, patterns, and skill levels—to create a seamless and user-friendly experience for new audiences entering the store with varying aspirations.
The Concept
Continuous thread from start to finish
We embraced the challenge of making knitting accessible and appealing to newcomers, while enhancing the experience for seasoned enthusiasts as well. Recognizing a significant yet untapped market of aspiring knitters, our creative idea was “weave all the yarn ends together.”
It focused on integrating different facets of knitting—such as materials, patterns, and skill levels—to create a seamless and user-friendly experience for new audiences entering the store with varying aspirations.
The Concept
Continuous thread from start to finish
We embraced the challenge of making knitting accessible and appealing to newcomers, while enhancing the experience for seasoned enthusiasts as well. Recognizing a significant yet untapped market of aspiring knitters, our creative idea was “weave all the yarn ends together.”
It focused on integrating different facets of knitting—such as materials, patterns, and skill levels—to create a seamless and user-friendly experience for new audiences entering the store with varying aspirations.
The Brand
Joyfully authentic knitting platform
Novita, a cherished household brand, known for its inspiring magazines and loved yarns, faced a challenge with its digital storefront that lacked the same richness and tangible mood. The updated look celebrates the DIY and imperfections of the creative process while retaining the inherently Nordic heritage and aesthetics Novita is known for.
This sentiment can convey different meanings to diverse audiences, whether it's a connection to nature, the warmth of homely hygge, or the vibrancy of modern city life. The refreshed look is capable of scaling to a thousand different knitting stories.
The Brand
Joyfully authentic knitting platform
Novita, a cherished household brand, known for its inspiring magazines and loved yarns, faced a challenge with its digital storefront that lacked the same richness and tangible mood. The updated look celebrates the DIY and imperfections of the creative process while retaining the inherently Nordic heritage and aesthetics Novita is known for.
This sentiment can convey different meanings to diverse audiences, whether it's a connection to nature, the warmth of homely hygge, or the vibrancy of modern city life. The refreshed look is capable of scaling to a thousand different knitting stories.
The Brand
Joyfully authentic knitting platform
Novita, a cherished household brand, known for its inspiring magazines and loved yarns, faced a challenge with its digital storefront that lacked the same richness and tangible mood. The updated look celebrates the DIY and imperfections of the creative process while retaining the inherently Nordic heritage and aesthetics Novita is known for.
This sentiment can convey different meanings to diverse audiences, whether it's a connection to nature, the warmth of homely hygge, or the vibrancy of modern city life. The refreshed look is capable of scaling to a thousand different knitting stories.
The Prototype
Future proofing form and function with prototyping and validation
We created a clickable prototype of the future online experience based on existing offline brand strengths, target group understanding and internal stakeholder ambition.
The team validated the experience with customers representing different target audiences. After this the iterated prototype was used as a hand-off to the development partner.
The Prototype
Future proofing form and function with prototyping and validation
We created a clickable prototype of the future online experience based on existing offline brand strengths, target group understanding and internal stakeholder ambition.
The team validated the experience with customers representing different target audiences. After this the iterated prototype was used as a hand-off to the development partner.
The Prototype
Future proofing form and function with prototyping and validation
We created a clickable prototype of the future online experience based on existing offline brand strengths, target group understanding and internal stakeholder ambition.
The team validated the experience with customers representing different target audiences. After this the iterated prototype was used as a hand-off to the development partner.
"In this service, a thorough understanding of target audiences serves as the foundation for skillful design and intuitive execution. A traditional industry has been showcased in an inspiring way that leverages the brand’s strengths, capturing the user’s attention and sparking interest in the service—even for those with no prior experience in the field. This work left no one indifferent, as it was awarded in all five categories it was entered into. It is a true masterpiece of design."
Grand Prix Award
GrandOne 2024
"In this service, a thorough understanding of target audiences serves as the foundation for skillful design and intuitive execution. A traditional industry has been showcased in an inspiring way that leverages the brand’s strengths, capturing the user’s attention and sparking interest in the service—even for those with no prior experience in the field. This work left no one indifferent, as it was awarded in all five categories it was entered into. It is a true masterpiece of design."
Grand Prix Award
GrandOne 2024
"In this service, a thorough understanding of target audiences serves as the foundation for skillful design and intuitive execution. A traditional industry has been showcased in an inspiring way that leverages the brand’s strengths, capturing the user’s attention and sparking interest in the service—even for those with no prior experience in the field. This work left no one indifferent, as it was awarded in all five categories it was entered into. It is a true masterpiece of design."
Grand Prix Award
GrandOne 2024
The Experience
From inspiration to project completion with a revamped webstore experience
The revamped webstore now guides users intuitively through every step of their journey, offering suggestions, complete product kits, and easy-to-follow guides, regardless of their starting point.
This user-centric approach not only demystified knitting for beginners but also streamlined the shopping process for experienced knitters. The result has been increased engagement and satisfaction across our diverse customer base.
The Experience
From inspiration to project completion with a revamped webstore experience
The revamped webstore now guides users intuitively through every step of their journey, offering suggestions, complete product kits, and easy-to-follow guides, regardless of their starting point.
This user-centric approach not only demystified knitting for beginners but also streamlined the shopping process for experienced knitters. The result has been increased engagement and satisfaction across our diverse customer base.
The Experience
From inspiration to project completion with a revamped webstore experience
The revamped webstore now guides users intuitively through every step of their journey, offering suggestions, complete product kits, and easy-to-follow guides, regardless of their starting point.
This user-centric approach not only demystified knitting for beginners but also streamlined the shopping process for experienced knitters. The result has been increased engagement and satisfaction across our diverse customer base.
Kallan&Co is a global design and innovation studio. We blend human creativity with artificial intelligence and emerging technology to help our clients reach their full creative potential.
General enquiries
Working globally in:
Helsinki (FI)
andre@kallan.co
+358 44 231 7305
Christchurch (NZ)
brett@kallan.co
+64 27 443 3153
Melbourne (AU)
kiara@kallan.co
+61 458 866 399
© Kallan&Co 2025
Local Time
Kallan&Co is a global design and innovation studio. We blend human creativity with artificial intelligence and emerging technology to help our clients reach their full creative potential.
General enquiries
Working globally in:
Helsinki (FI)
andre@kallan.co
+358 44 231 7305
Christchurch (NZ)
brett@kallan.co
+64 27 443 3153
Melbourne (AU)
kiara@kallan.co
+61 458 866 399
© Kallan&Co 2025
Local Time
General enquiries
Working globally in:
Helsinki (FI)
andre@kallan.co
+358 44 231 7305
Christchurch (NZ)
brett@kallan.co
+64 27 443 3153
Melbourne (AU)
kiara@kallan.co
+61 458 866 399
© Kallan&Co 2025
Local Time