Ibex is a merino wool clothing brand, with a focus on the solutions merino wool offers for outdoor enthusiasts.

Ibex came to Barrel looking for site optimizations in order to create a more conversion-focused experience on their website, while also communicating the quality and ethical production of their products.

We saw the homepage as a key opportunity to surface products and collections to familiarize users with the products Ibex has to offer. We introduced a collections module that leverages lifestyle photography to act as a lookbook for how Ibex products can be used “in the wild.”

Merino wool is unique in that it keeps your body warm in cold environments, but also cool in warm environments. In order to visually communicate the contrasting environments, we incorporated a trending products module to surface best-selling products in warm gear and cool gear, with a toggle interaction between the two climates. 

Outdoor enthusiasts are very community-oriented, frequently engaging with other outdoor enthusiasts who share similar passions. To encourage even more community engagement, we introduced a user-generated content module to display Ibex’s Instagram feed in an immersive style.

To further emphasize the solutions merino wool has to offer, we surfaced key value props and storytelling moments on the Product Listing Page and Product Detail Page.

Check out the site here.