Decade
this is not your average online boutique
- founder workshop
- product curation
- photography direction
| Photography / Aihciy Hsu
challenge
You may have come across many different types of e-commerce platforms, yet it is quite unlikely that you’ve come across something like this. Rather than presenting itself as just another online store, Decade is curated similarly to that of a museum filled with classic commodities, culture, and history.
result
Through the Founder Workshop, we discovered that Decade is not just an e-commerce store, but rather a platform for consumers to experience traditional culture. The brand's evolution brought forth new possibilities, transforming products such as an ordinary cookie jar to high quality cookware. No matter what it is that consumers are looking for, they will experience an online cultural baptism via Decade.
brand positioning
Although it is still essentially an e-commerce platform, Decade is a newly inspired type of e-commerce, because its mission is to discover the artistic elements in lifestyle products. Rather than being just an e-commerce platform, Decade is more like a "curated museum of classic products."
brand archetype
Decade's core archetype is the “Creator”, by giving life to classic products through artistic interpretation. The highlight archetype "Ruler" is the curated selection that elevates the authenticity of the platform's offerings, helping consumers to cultivate their artistic taste by browsing this top-tier selection.
sizzle
Sensory experience, the definition of classic, the essence of culture, the artistry of products, and the integration of substance and e-commerce. We sorted through the keywords above to find Decade's most alluring feature — "an aesthetic essence that moves through time and space".
product strategy
"The products that truly deserve to stay in the world preserve the nostalgia of the times." This is the heartfelt intention of the brand's founder, and that's why we worked with Decade as cultural consultants, selecting 100 classic brands through in-depth research from thousands of brands all over the world, making sure that each product has a deep cultural heritage and story behind it.
| Photography / Silver Chang
| Photography / Aihciy Hsu
photography direction
Different from the typical white-background product shots you may see when visiting an online store, we recognized that these selected products, with their rich cultural connotation, deserved to be portrayed as artwork. Filled with everything from a heritage cookie brand, to Sori Yanagi’s classic cookware collection, dan and sean worked with Decade’s founder to curate a visual story so mesmerizing, the audience cannot help but want to find out more.
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