Creating exception commerce experience
for leading brands
Sail Racing is a leading brand in the sailing industry, known for its innovative and high-quality clothing and accessories aimed at sailors worldwide. In the context of the collaboration between the Alinghi sailing team and motorsport giant Red Bull Racing, Sail Racing wanted to introduce the exclusive Alinghi Red Bull Racing collection on its website. The challenge was to do this without compromising Sail Racing's own brand identity, while ensuring an optimal customer experience.
Sail Racing wanted to seamlessly integrate the Alinghi Red Bull Racing collection on their website, while maintaining their own strong brand profile. The big challenge was to bring together two global brands - one in sailing and one in motorsports - without creating conflict between them, while offering a consistent shopping experience for customers. The solution needed to be not only visually appealing but also technically advanced to meet high performance and usability requirements.
Helsingborg Design LAB (HDL) approached the brief with precision and creativity, carefully considering every aspect of brand integration and user experience. Our team used their extensive expertise in digital design and web development to create a platform that seamlessly integrated the Alinghi Red Bull Racing collection without shadowing Sail Racing's core identity.
To ensure a smooth integration, HDL implemented a combination of bespoke design and robust technology. By leveraging advanced APIs
and a flexible design architecture, we were able to create a modular solution where both brands were equally prominent, but without compromising the user experience. By retaining Sail Racing's distinct brand aesthetic while emphasizing Alinghi Red Bull Racing's dynamic image, an engaging and intuitive customer journey was created.
The new integration of the Alinghi Red Bull Racing collection on the Sail Racing website was a success, and the project exceeded the expectations of both Sail Racing and their customers. Combining two world-renowned brands into one cohesive platform maintained brand integrity while providing users with an enhanced shopping experience.
This case study shows how HDL's ability to deliver technically sophisticated solutions combined with a strong sense of design can solve complex branding challenges. The integration has strengthened Sail Racing's digital presence and increased their sales of the Alinghi Red Bull Racing collection, while positioning both brands more strongly in the global market.
