TOSKA — Helping the internet understand the craft

Photography · Cristina Vecino

Context

A handmade jewelry studio in Valladolid. The brand was already there; what it needed was a digital presence able to carry the time, the hammer and the craft that were already in its pieces.

The challenge

The internet was flattening a brand that, in the workshop, was tactile, slow and precise. We had to bring order to the website and the communication without forcing TOSKA to shout or to look mass-produced.

Social media rewards what shouts; TOSKA breathes.
— A note from the studio

We mapped a path from recognition to acquisition to sale with one shared tone, rethought the site as both catalog and manual, and left an editorial and measurement routine that Elena and Marta could run on their own.

The solution

Fig. 01 / 05TOSKA’s current website — home page and featured products · photography by Cristina Vecino

Fig. 02 / 05The current online store — product catalog · photography by Cristina Vecino

Fig. 03 / 05The current online store — product page · photography by Cristina Vecino

Fig. 04 / 05From recognition to sale — photography by Cristina Vecino

Fig. 05 / 05Variations of the communication system — photography by Cristina Vecino

Credits

Website audit, consulting, hosting migration, architecture of the new site, digital communication system, Meta Ads campaigns and analytics.

Estudio Varsovia — Beatriz H. Perdiguero & Joel Méndez Ríos. Design, art direction and communication.

Client: TOSKA · Handmade jewelry (Valladolid)
Year: 2021
Disciplines: Web design · Art direction · Campaign
Photography: Cristina Vecino

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Branding · Editorial

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