Twelves® is a subculture, lifestyle brand inspired by the constant grind of the everyday designer, producer, artist and every single creative in their own right who spends timeless hours to master their craft. The founders reminisce about the adolescent years as scratch DJs practicing non-stop in their bedrooms, which is reflected throughout the brand’s visual content and messaging.
Headless Commerce Experience
Twelves® brand identity was born subconsciously through multiple design sessions collaborating with its parent company, online retailer Open Format. To keep things consistent, we took the the same UI as Open Format, but wanted to build a better experience with quicker page load times and customer check-outs. The delivery was a headless commerce experience, utilizing GatsbyJS and the Shopify API. It empowered the label to deploy new web pages, products, and content much faster than their competition’s full-stack platforms and most importantly, meet the demands of their online customer.