Farsel. The magic of choice

The company approached us to develop its branding and create an online store. We needed to showcase Farsel's strengths and make the platform stand out from its competitors while maintaining the convenience of familiar shopping. We proposed a concept that solves business challenges and makes the selection process simple and straightforward.

The branding concept is based on two key ideas: the archetype of the “Magician” — Farsel can deliver rare items from anywhere in the world and turn a purchase into an event, as well as infinite choice — the ability to find items for any style.

We created a “magical toy”: a concise concept that transforms into different shapes. We transferred this idea to the logo animation and interactive elements of the website: the interface responds to user actions and makes it more lively.

The brand palette includes white, gray, and yellow with a “pollen” effect that adds expressiveness and recognizability. Newton and Suisse Int'l typography combines classic and modern styles, reflecting the character of the platform.

We transferred the design principles embedded in the identity to the digital format, preserving the dynamism of the format. Visual accents highlight important sections, such as the loyalty program and image selection.

The product grid is designed to accommodate a wide variety of products and form factors. We have made the interface convenient and concise, without unnecessary details. This makes the site comfortable for shopping and allows you to easily expand your product range.

We have provided for two scenarios: fast delivery from a warehouse in Moscow and longer delivery from abroad. You can choose the option directly on the product page or in your shopping cart. The shopping cart interface is divided into two parts: products are displayed on the left, and the calculation and total amount are displayed on the right. This format helps buyers navigate more quickly and proceed to checkout without additional cognitive load.

The loyalty program is integrated into the website: users can always see their level and how much they need to earn to receive the next discount. The benefits are highlighted directly on the product card and in the shopping cart. This display makes participation transparent, increasing engagement and motivation for new purchases.

Gift certificates are listed in a separate section: the interface guides the user step by step through all stages of filling out the form, as if the certificate were being signed by hand.

At Farsel, choosing rare and collectible items is a convenient and well-thought-out process. We have designed the user journey so that every detail, from the product card to the checkout process, promotes transparency and trust. This has allowed us to combine aesthetics, functionality, and a sense of reliability, which is especially important when purchasing valuable items.