Velasca
Crafting a Seamless Digital Experience for Timeless Italian Footwear
Velasca is a premium Italian footwear brand rooted in craftsmanship, heritage, and modern elegance. Built on a philosophy of timeless design and local artisanal excellence, Velasca needed an eCommerce experience that would resonate with discerning customers around the world. Our challenge was to capture the essence of Italian quality while delivering a clean, efficient, and conversion-driven Shopify storefront.
The Challenge
Velasca had a well-defined visual identity and a loyal customer base, but its digital experience lacked cohesion across devices. The site’s performance suffered under legacy architecture, and product discovery was fragmented. The brand also required stronger storytelling tools and content flexibility to reflect the evolving seasonal collections and editorial tone.
Key challenges included:
- Unifying brand storytelling and product navigation
- Enhancing mobile usability without compromising design
- Building a flexible backend for non-technical teams
- Optimizing for global SEO and faster page load
The Strategy
Our approach was centered around precision, performance, and authenticity. We aimed to translate the tactile, emotional experience of handcrafted shoes into an intuitive digital flow—without unnecessary friction.
Key pillars:
- Brand-Forward UI: Designed a minimalist, editorial interface with restrained typography, muted color palettes, and full-bleed photography that honors Velasca’s Milanese roots.
- Streamlined Navigation: Restructured the catalog with filters by leather, last, sole, and occasion—allowing shoppers to find the right pair effortlessly.
- Performance Upgrade: Built a custom Shopify theme focused on speed and responsiveness across all breakpoints, including AMP-like loading for mobile product pages.
- Localized Commerce: Implemented geolocation-based content and multi-language architecture for Italian, French, German, and English users—enabling Velasca’s growth across European markets.
- Shoppable Editorial Content: Developed CMS-powered pages for seasonal lookbooks, founder stories, and workshops—blending commerce and content seamlessly.
The Process
Working closely with Velasca’s brand and tech teams, we implemented a phased build with rapid design iterations and full Shopify integration.
- Discovery & Brand Audit – In-depth exploration of Velasca’s heritage, materials, and positioning.
- UX Wireframing & Navigation Redesign – Focused on simplifying product exploration for both new and returning users.
- Custom Theme Development – From typography to micro-interactions, every element was tuned to feel refined and purposeful.
- International Rollout – Integrated Shopify Markets for seamless multi-currency and multi-language management.
- Analytics & Testing – Enhanced GTM setup, funnel optimization, and accessibility validation.
Outcome
- +52% increase in mobile conversion rate
- Bounce rate reduced by 37% on product pages
- Full migration to Shopify 2.0 with modular sections
- Successful internationalization across 5 EU markets
- 40% faster page speed (desktop & mobile)
- Increase in returning customer engagement
Client Feedback
“The final site feels like stepping into our flagship store—digitally. It’s clean, fast, and perfectly aligned with our brand DNA. We’ve seen strong growth across new markets without sacrificing identity.”
— Velasca Digital Director
Conclusion
Velasca’s transformation is a masterclass in how heritage brands can scale digitally without compromising craftsmanship. By blending aesthetic restraint, high-speed architecture, and flexible backend tooling, we created a Shopify experience that is equal parts commerce and culture. A platform that walks the talk—with Italian soul in every step.
