Ezcaray Blankets is a family-owned business, the continuation and legacy received from Cecilio Valgañón, who, around 1930, transitioned from producing fabrics on manual looms to manufacturing scarves, shawls, and blankets.
The incorporation of mohair into their creations in 1950 has defined their journey to the present day.
Starting point
Mantas Ezcaray is a family-owned business, the continuation and legacy received from Cecilio Valgañón, who, around 1930, transitioned from producing fabrics on manual looms to manufacturing scarves, shawls, and blankets.
Nowadays, most of their revenue comes from international markets. In addition to selling their own brand, Mantas Ezcaray collaborates with multi-brand stores and major firms such as El Corte Inglés, Carolina Herrera or Loewe.
In 2015, the company received the Order of Civil Merit from King Felipe VI.
Work areas
- SEO Consultancy
- UX Design
- Information Architecture
- Visual Design
SEO Consultancy
While Ezcaray Blankets has a clear market position with years of experience, a comprehensive analysis of competitors and the definition of a strategy to enhance the brand in various international markets, targeting a younger audience, was necessary.
- Identifying competitors, based on relevant keywords for their market niche and objectives.
- Analyzing the web traffic history, user behavior, and search engine rankings.
- Keyword research to define relevant industry and client niche keywords.
- Analysis of the type of content being created and its structure.
- Backlink analysis and link strategy for obtaining quality links.
- Analysis of online advertising and social media strategies used by competitors.
UX Design
Mantas Ezcaray needed to clearly showcase the excellence of its product on its website and reflect a brand image that is both understated and elegant, consistent with the tone of its offline communications.
Conveying this image and reaching various types of audiences constituted the major challenge of this project.
Information Architecture
During the research process, two types of customers were identified, each with distinct needs and search criteria:
Wholesalers
and retailers
who are familiar with the product and search by collections, based on fabric characteristics.
End
customers
who want access to the entire range based on the type of product.
The new category system proposed allows access to product pages through different paths, accommodating the logic of either type of user. To address these two criteria, a dual navigation system was established, enabling users to access products by product type or by collections.
The main menu is structured into two parts, separating the commercial aspect from the management and contact section.
Visual design
The visual design focuses on bringing the understated and elegant style that characterizes the paper catalogs, a hallmark of the brand, to the website.
A design system is established to seamlessly transfer the offline brand identity to the digital realm, maintaining consistent typography and colors, with a priority on using campaign photographs.
Product pages
The visual design focuses on bringing the understated and elegant style that characterizes the paper catalogs, a hallmark of the brand, to the website.
A design system is established to seamlessly transfer this style to the digital realm, maintaining consistent typography and colors, with a priority on using campaign photographs.
Xelo Soriano 