// Case studies
Where tradition meets modern selling – a premium online store for ADL Tent
ADL Tent is a tent manufacturer and distributor with more than 60 years of history, combining traditional tent-making heritage with the demands of the premium European camping market. The goal was a modern online store that handles international orders and conveys the brand's heritage, premium quality and love of the outdoors.
UX/UI design
WooCommerce store
Premium design
International online store
Product page UX
Basket and checkout optimisation
Brand design
AI-generated visuals
Product structure design
Brand story
// Working together
Our work together
// ADL Tent
Project idea
Together with its predecessors, ADL Tent has been making and selling tents for more than six decades. Today it mainly produces premium, luxury tents for the top end of the European camping market, while its traditional scout and refugee tent lines remain important. The company needed a modern, reliable store fit for international sales to replace its outdated website, one that properly reflects the brand's quality, expertise and history.
// alap design
Our role
We designed a store with a clean, premium feel that still gives plenty of well-organised product information and a smooth ordering experience. Handling the complex product structure was a priority: the store had to present and sell products with different sizes, colours and specifications, not just simple items. It also needed to tell the story of the company's heritage, manufacturing process and technology, putting the expertise behind the brand front and centre.
// alap design
Shared strategy
One of the most exciting parts was making the store support the products visually, not just technically. The tents needed product imagery showing them pitched in different weather conditions, in a natural, believable and inspiring way. Traditional photography couldn't realistically deliver that, so we developed an AI-assisted visual concept to create the right atmosphere. We kept the existing brand and added natural, organic visual elements that evoke the outdoors, hiking and premium quality, while keeping the overall feel light, airy and clean.
// Functional solutions
Key features
Built for international sales
The store handles international orders while offering a professional, trustworthy shopping experience.
Complex product structure
The store handles different product types, plus size and colour variations, each with its own specifications and data.
Information-rich product pages
Product pages present everything important about each premium tent in a clear way that supports the purchase.
Optimised basket and checkout
The ordering process was designed to be smooth, clear and trust-building.
AI-assisted lifestyle imagery
The visuals show the products in context, looking authentic in different settings and weather conditions.
Content that tells the brand and manufacturing story
The site presents not just the products, but the company's history, technology and approach to manufacturing.
// Brand foundations
Brand identity
ADL Tent's existing identity was a solid foundation, but the digital look needed refining to feel premium and close to nature. We added elements that evoke natural materials, outdoor living, hiking and camping, without becoming heavy or rustic. The result is a light, airy, clean interface that's both elegant and natural, and represents the brand well in the premium segment.
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// Website details
Key website elements
Premium product pages
Product pages are built to inform in detail and build trust. Visitors can easily review not just the basics, but the key factors that help them choose.
Lifestyle visuals
The tents aren't just shown as studio shots, but in settings that help buyers imagine using them in different weather and outdoor conditions.
Product structure built for variations
The store's structure supports products in different sizes, colours and specifications.
