The Context
From Adidas to Starbucks, Farm Rio's collabs always generated a lot of buzz and consumer interest in Brazil, and the successful formula was also applied to Farm Rio's global expansion. However, all collabs were localized, and Farm Rio + Levi's was the first one directed to a global audience.
A big launch required a big presence, and Farm Rio decided that they needed more than a simple landing page. Instead they wanted a site packed with features, with a distinctive look and feel, while also helping sales.
Time to Go Wild
Many assets were created for the collection launch: illustrations, photos, videos, copy, colors, badges, typography styles. The drive was to explore them all on the interface, be bold and explore all possibilities, go over the top, and only them come down a step or two.
Early Section Explorations

Flexibility and Functionality
The launch was planned in 2 product drops, so all content was going to be changed at least once. A modular, asymmetric grid for the lookbook was designed to handle all possible content types while keeping an editorial look, and it was complemented by a more conventional product grid to bring a more direct ecommerce experience to this section of the site.
Product availability was also something we had to be careful, because there were 3 types of shopping experience for this launch: online, in store and specials stores that offered customization services, and all this had to be extra clear for users.
Sustainability was a key part of the collab, and there 3 sections designed for different types of content: the first for the institucional side of the launch, another for an influencer campaign, with multimedia content, and a social sharing section aggregating posts on instagram.
Navigation Overview
