Muscle & Fitness – Eshop design

Muscle & Fitness is a complete store of nutritional and fitness supplements in Kavala, which approaches its young audience mainly through the quality of its products and the in-depth knowledge of the people who manage it.

Muscle & Fitness contacted Artware to create its e-shop, aiming at the wider dissemination of the store’s information and philosophy to a wider audience, and developing through it a wider clientele and widening its reference.

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E-Commerce objectives

Muscle & Fitness e-shop aims to be a practical buying tool with easy and friendly access, complete presentation with product reference, instant communication, suggestions, tips and advice, easy navigation to focus on what the customer desires as well as practical functionality with multi-functional filters.

It is, in simple terms, the digital identity and the presentation of the physical store, focusing on the people themselves and their needs, in dealing with everyday training and meeting all the related needs.


The “Hit it” scenario

The phrase “hit it” is not an aggressive formulation. It is an absolute call to action. A call to action that fits the store’s model and philosophy, in complete alignment with the features and the common athletic terminology of the target audience.

Our goal was to ensure that the content of the website is fully harmonised with the expressive means of its visitors, without being too sophisticated. The part of their daily means of communication and the language of the gym inspire intimacy.


Emphasis on the Products

Products are the protagonists! Separated in their own categories, even from the home page, they dominate the entire e-shop. Thus, user-friendliness has been the main factor in the design and development of the Muscle & Fitness eshop. A simple click on one of the hundreds of products is enough to convince the visitor.
Easy access through clever categorisation, product predominant presentation, thorough product information and optimized response, as well as direct access to the filter of choices make the product page a buying tool in the hands of the visitor. The product images, the integrated descriptions and the smart filtering are the characteristics that allow a product to be well featured by promoting their dominant image, while making it easier for the visitor to get to know it and be sure of their choice.