Brand & Development

E-Commerce Brand Refresh

Visual identity overhaul and custom Shopify buildout for DTC skincare brand

Client

DTC Skincare Brand

Role

Brand Designer & Developer

Duration

3 months

Year

2023

Complete brand refresh and Shopify rebuild for a direct-to-consumer skincare brand that had outgrown its initial visual identity. The project spanned brand strategy, visual identity design, packaging updates, and a custom Shopify theme that increased conversion rate by 28%.

The Challenge

What we were up against

The brand had launched with a minimal, generic identity that blended in with dozens of competitors in the clean beauty space. Their Shopify store was built on a stock theme with heavy customization that had become unmaintainable — page load times averaged 6.2 seconds, and the mobile experience was broken on several key pages. Despite strong product reviews and organic social traction, the conversion rate was stuck at 1.8%.

The Solution

How we solved it

I developed a bold new visual identity that leaned into the brand's ethos of transparency and efficacy — raw textures, clinical typography, and a restricted color palette that felt premium without being precious. The custom Shopify theme was built performance-first with lazy loading, optimized images, and minimal JavaScript. I redesigned the PDP (product detail page) with ingredient transparency, social proof integration, and a streamlined add-to-cart flow optimized for mobile.

The Results