PCS Brands

responsive e-commerce and catalogue
  • Interface Design
  • Architecture
  • Wireframes
  • Graphic Design
  • backbone.js
  • underscore.js
  • require.js
  • Wordpress
  • PHP
  • MySql

Online catalogue for account managers and end-users.

EveryWare Global, Inc. is one of the world’s leading designers and sellers of tabletop and food preparation products for the consumer and foodservice markets. It is also the largest supplier of dinnerware to the foodservice industry. Driven by a devotion to design, EveryWare is a leading global marketer of trusted brands in dining and food preparation and is recognised for providing quality tabletop and kitchen solutions. The beginning of our cooperation with this customer involved a combined effort to build a dedicated platform from scratch to support sales and present the full range of products they offer. A transfer of ownership to PCS Brands, which occurred during our cooperation, resulted in the need to change the visual branding and various additional improvements.

  1. Customers (as well as target group) range from corporations to medium and small-sized companies in the consumer, foodservice, restaurants, hotels, business-to-business, and e-commerce channels. This was the reason not to build this application as a standard e-commerce site, but instead with multiple bespoke UX and functional solutions.
  2. The application also supports account managers with backend sales process functionalities; representatives within the app can set up direct meetings with their clients, present their company's offers, discuss details within a platform and close sales processes by creating purchase orders which are integrated with the warehouse system.
  3. Fully dedicated graphics built for this website included colour system, iconography and patterns which became the basis for building a brand image extending beyond the online reality.

What — Project Scope

The project intended to cover the needs of two groups of customers - consumers & retail (retailers, department stores, e-commerce) and foodservices (hotels, gaming, cruise lines, restaurant chains, airlines). Again, the application is divided into two parts, firstly visually (distinguished colour palette) and secondly, above all, functionally. Both parts contain separate product structure, filtering and presentation. Foodservice is integrated with the Salesforce, the Wholesale support department replies to direct emails sent just after customers click on the website form.

How — Wireframes and Moodboards

Wireframing is an extremely important phase in the web development process, especially when the application has to cover so many business needs. We had to find the best solution to divide backend architecture into two separate worlds and take care at the same time to preserve the user experience as one of a cohesive company and proposition. Wireframes helped us establish functionality and the relationships between different screen templates on the website.

How— Graphic Design

The challenge for this project was to maintain a good balance between providing the highest simplicity of usage with the need for strong visual emphasis of the product strengths. Two different graphic designs and colours to distinguish details are presented in one shop. Dedicated illustrations, iconography, and patterns, a combination of typography and page layout techniques - all built from scratch to produce the final result.

How — Development

Chilid was responsible for the entire development and implementation - backend and front-end were built by one interdisciplinary SCRUM team. The system is built on Wordpress connection with a Backbone.js framework. The entire product path is made on the basis of Single Page Application with Backbone.js, Underscore.js, Require.js, and jQuery. Everything to give users the best possible experience of effortless searching, browsing, filtering, and exploring.


Wordpress and Backbone.js

Wordpress connection with Backbone.js framework - because we discuss a client's exact requirements before suggesting any dedicated solution.

Single Page Application idea

Backbone.js, Underscore.js, Require.js and jQuery with dedicated API built for product import and export.


The web app we created is designed to be a tool for sales people to make their work much easier. We know only too well how difficult it can be to present a company's offer when multiple products are involved, so we designed an online catalogue that’s easy to use on any device, during a meeting or by the user personally. We know how to simplify the most complicated product system to make it a pleasure to browse.

An unexpected result of this project was gaining fascinating knowledge about the unique British attitude towards tableware, especially cutlery. Also, you just never know when you might need information about the different types of stainless steel!

Featured case studies


The greatest proof of the quality of our work is in the engagement we have from our users, watching them achieving their business goals. In keeping with this, we have been honoured with several design & frontend awards which is extremely motivating and confirms that our mission and our values are sincere, we place a high value on this.



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