Watters, a leader in the bridal industry for over 30 years, turned to Corra to create an unforgettable site experience and brand identity. Watters comprises of three brands that offer luxury bridal gowns and bridesmaids dresses: Watters, Wtoo by Watters, and Willowby. Each brand has a unique aesthetic and offers styles at different price points. Watters partnered with Corra after discovering their strong design capabilities and previous work creating experiences for other top fashion brands including St. John Knits, Eileen Fisher, and 7 For All Mankind. Corra faced the challenge of visually establishing individual brand identities for Watters while providing seamless access to the company’s entire catalog.
Rayson Lim, Managing Director, Watters
The new design offers a global navigation that allows visitors to move seamlessly between brands. Users can browse the latest collections, save their favorite items to their account and shop products from each brand, all within the same cart.
A clear and distinct visual identity was created for each of the three brands. The newly established visual identities consisted of an independent color palette, unique font pairings, and select iconography. Corra also created a new logo for WToo that resulted in a clean and legible logomark design.
Corra leveraged storytelling to further differentiate each brand, developing and defining the personalities, while allowing visitors to easily understand and identify each line during their site experience. Through defining the brand’s identity, Corra used unique elements across the site to display the personality. For example, Corra implemented cursor designs that change based on the Watters brand and the type of content the visitor is engaging with. The site design leverages premium photography to showcase the style and beauty of the Watters’ gowns.
The updates to the page design and navigation created a seamless experience, making browsing the collections more intuitive, enhancing the user’s experience while reducing churn. Visitors are now able to access the company’s entire product catalog across every brand in a single site and provide a seamless checkout process. Ultimately Corra helped Watters create an engaging experience with visuals that capture the luxury aesthetic that helps define the Watters brand.