Field Notes - Stories for the Way Outside

Field Notes was designed to move beyond a conventional product catalogue. The goal was to create a digital shopping experience that feels like browsing an independent outdoor journal—where products are introduced through real journeys, useful guides, and considered visual storytelling.

The website combines an editorial Journal, product discovery, product-detail pages, and a streamlined checkout flow into one cohesive system. A warm paper-inspired base, forest-green navigation, and burnt-orange highlights create a calm, tactile identity that reflects the brand’s connection to nature.

The challenge

Outdoor e-commerce websites often fall into two extremes: overly technical catalogues that feel cold, or image-heavy lifestyle pages that make it hard to find practical product information. The challenge was to balance brand storytelling with a clear, trustworthy shopping flow.

The solution

• Discovery-led navigation — Product categories, locations, and journal stories work together to help users explore naturally.
• Story-first product pages — Products are presented through use cases, material details, and field photography before pushing conversion.
• Mobile-first checkout — A simplified cart and checkout flow reduces distraction and keeps key information visible throughout purchase.
• Responsive editorial system — The layout adapts from spacious desktop storytelling to compact mobile browsing without losing hierarchy.