45R Brand EC Site

45rpm studio co., ltd.
ArtDirection, Design, Development
Apr 2022


Shouldering the history of the brand.

We created a brand site and EC site for 45R, a fashion brand which celebrated its 45th anniversary in 2022. As an EC site obviously it contributes to business, but we also aimed to fully understand the brand identity which has been built up over their long history, and to express this in all its detail.


Doubting the Premise.

Originally, 45R’s website had separate EC and brand sites. The first step of the project was to examine whether this situation was truly ideal.
At the same time, we thoroughly read internal company materials such as 45 years of seasonal catalogs, and we fully absorbed the brand ideas and aesthetics contained in these.


Balancing the Rational and Irrational.

After analyzing the customer experience from every angle, we reached the hypothesis that the EC and brand sites should be merged to maximize the mutual interaction of both their contents.
Part of such kind of rational design is being absolutely meticulous about a detailed design that grasps the intuitive characteristics the brand has, and enhances these as much as possible.


A Promising Start to the 45th Anniversary.

The amalgamation of the brand-focused website and the sales-driven EC site into a single “Brand EC Site” led to approximately a 1.5-fold increase in sales within two months post-renewal. The homepage features daily changing products, creating a site that allows visitors to experience the essence of 45R. This hybrid site has been well-received by both existing and new fans.

Project team

Kazuya Okada
CMO / Producer
Manabu Tsuchiya
Producer / Marketing Director
Umi Teranishi
Project Manager
Rei Yamamoto
Project Manager
Masashi Fujiyoshi
Art Director / Designer
Ryohei Kamada
COO / CDO / Art Director
Kento Ishizuka
Hiroaki Yasutomo
CTO / Technical Director
Masaya Yamamoto
Creative Director
Manabu Himeda
Takeshi Tanaka (Equal Studio inc.)
Front-end Developer, Back-end Developer, Director
Totaro Tanaka (Equal Studio inc.)

Project Story



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