Acme Camping is a boutique online camping retailer. To take this design to new heights (pun intended) I wanted the experience to mimic that of real camping. The consumer starts at the peak of a mountain, embracing the view with a few options to choose from. If they know what they want, the main categories are readily available, displayed in dynamic fashion. However, the choice to explore is always calling. The design hints at other aspects of camping as well. Behind the main heading on each page, a demure backdrop of twinkling stars adds a sense of nocturnal mystique. The logo shines white like the moon keeping watch. And as you scroll down the logo illuminates into the full color rendition - a subtle nod to a lantern or flashlight one might bring along the way. The only thing missing is a bag of marshmallows and graham crackers!