From Handcrafted to High-End: A Brand Reimagined
For a brand built on meticulous craftsmanship and a unique artistic vision, a digital presence must reflect that same quality. This case study details a project I undertook to help a Berlin-based accessories brand whose beautiful handcrafted items were overshadowed by an underwhelming website identity.
As a UX/UI designer, my task was to build a cohesive, modern, and trustworthy brand from the ground up — from strategic vision and photography to a complete digital and visual rebrand. This is the story of how I transformed a passion project into a high-end brand, ready to connect with a discerning, style-conscious audience.
So what is the between beauty brand?
This project focused on a handcrafted, high-end brand between beauty based in Berlin, specializing in fashion accessories. The brand offers a curated collection of hats, bonnets, bags, and sashes, with a strong focus on elegance, fun, and modern design. Each piece is crafted to be a valuable, quality item for a stylish and quirky audience with an appreciation for unique accessories.
Our Brief
The brief for this project was born from a simple yet critical need. The stakeholder needed to rebrand the business to reflect its true quality and artistic essence. The original website was a homemade page that lacked professional look, which failed to build trust or convey the brand’s tone. With products priced at a premium (e.g., 160 euros per silk bonnet), the digital presence needed to communicate their true value in order to convert viewers into customers.
Our project’s goals were to:
- Redefine the brand’s digital presence to build trust and reflect the high-end, modern quality of the products.
- Design a clean and intuitive e-commerce experience that makes a small product assortment feel curated and special.
- Create a visual brand identity that is consistent, elegant, and appealing to a fashion-conscious audience.
- Shoot all the visual assets, including a full product editorial and lookbook, to establish a cohesive brand story.
Research
User Interviews
We conducted interviews with four users who fit the target audience of stylish, fashion-forward individuals. The key findings were that they value trust, clear information, and product detail. They want a shopping experience that feels elevated and personal, not homemade. They were also drawn to a strong brand story and visual elements that convey the unique tone of the brand.
Competitor Analysis
We analyzed the digital presence of smaller, handcrafted brands from cities like Paris eg: Inger Grube, Bourgine, Cleo etc., as well as high-end brands like Prada, Miu Miu. We saw a clear contrast. Smaller brands often struggled with professional presentation, while high-end brands excelled at building an immersive, trust-building and clean experience. This confirmed our mission: to create a digital space that combines the authenticity of a small brand with the polished, elegant feel of a luxury one.
Problem Statement
The original brand presence failed to build trust and convey the high quality of the handcrafted products, alienating a style-conscious audience willing to pay a premium for unique, well-made items.
Ideation
To address the problem, we split the project into three main areas: branding, website UX/UI, and visual content.
- Branding: We went for a minimalist yet striking identity. The logo, “bb,” uses a delicate script font to convey elegance. The main copy, including the hero headline “beauty and everything in between.”, is all lowercase to feel approachable yet elevated and modern. The primary color palette would be black and white, with a deep red used as a vibrant, energetic accent color for product backgrounds.
- Website UX/UI: Given the small assortment, we decided to prioritize a clear information hierarchy and engaging content. The homepage features dedicated sections for “latest items,” a “lookbook,” and an “about” section to build brand credibility before pushing the user to purchase. The store page would feature a clean grid layout with categories for hats, bags, and accessories, while the single item page provides clear product details and care instructions.
- Visual Content: To ensure a cohesive brand story, I personally shot all the photography for the product pages and the editorial lookbook. This included the striking product shots on the red background and the outdoor, fashion-forward editorial images, which together communicate a consistent tone and quality.
Style Guide
The style guide serves as the rulebook for this new identity. We established a clear, modern feel by using an elegant sans-serif typeface, with all copy and titles rendered in lowercase to appear more approachable and contemporary. The color palette is a high-contrast foundation of black and white, with a striking deep red used strategically as an accent color to add energy and passion to the brand’s aesthetic.
The style guide extends beyond the digital space, as seen in mockups for business cards and posters, showcasing how this brand identity can be applied consistently across all media. This holistic approach ensures that every interaction a customer has with the brand, from the website to a physical business card, feels cohesive, thoughtful, and high-end.
The Solution — A New Digital Presence for the Brand
All of our research and ideation led to a series of high-fidelity mockups for a new website. The design prioritizes a clean, uncluttered interface that directs the user’s attention to the products themselves.
The homepage features a full-screen hero image from the editorial shoot with a clear, brand-defining headline, “beauty and everything in between.” This immediately establishes the brand’s stylish tone. The navigation is simple and clear, with the “about,” “contact,” and “lookbook” pages serving to build a deeper connection with the user. The store page features a clean, organized grid of products shot against a bold red background, making each item pop and feel special.
The single item page provides a large, detailed product view, with a clear price (160 euros), dimensions, and care instructions. It also includes an editorial image at the bottom to reinforce the brand’s narrative. This careful balance of clear information and aspirational imagery was key to the design.
Testing with Users
We conducted desirability testing with our target audience, presenting the high-fidelity mockups for feedback. The reaction was overwhelmingly positive. Users immediately connected with the new brand’s mood and visual identity.
One key piece of feedback was that an initial version with a prominent red background was too intense. We adjusted the design to use black and white as the primary colors, with the deep red as a strategic accent color for product backgrounds. This was much better received.
Some of the comments from our testing included:
- “The new look has an emotional connection; I want to come back to the app and explore more.”
- “The clarity of the information and product display is great. It makes me feel like I can trust the quality.”
- “The branding is so strong. It feels high-end but also young and fun.”
Final Thoughts
- Clarity is paramount. Users want clear information and an easy-to-understand layout, especially when it comes to products and pricing.
- Visuals are key for brand connection. High-quality, consistent photography and a strong brand identity are essential tools for conveying value and building an emotional bond with users. My experience shooting the editorial allowed for seamless integration of visuals and branding.
- Listen to feedback. Iterating on the color palette based on user feedback was a small change that made a big difference in the user’s experience.
It was a pleasure to work on this project and help a local Berlin brand find its voice and digital presence. The new website design is a true reflection of the quality and craftsmanship that goes into every single item.
*the website is currently being developed
