Selected workProject 01
Fernwell Botanics
A botanical skincare shop designed around the way people actually choose skincare: by ingredient, by routine, and by trust in what goes on their skin.
- Category
- Skincare — Botanical skincare shop
- Scope
- E-commerce UX, visual identity, storefront design
- Platform
- Designed for Shopify
01 / Project goal
The brief
Design a premium online shop for a small-batch botanical skincare brand that helps customers understand what’s in each product, how products work together, and which routine suits them.
Skincare shoppers often hesitate between near-identical products. The goal was to replace that uncertainty with clear ingredient stories, consistent product pages, and a direct path from “where do I start?” to a complete routine in the bag.
02 / Design direction
Its own identity
Quiet, natural and precise. A cream and sage palette borrowed from the botanicals themselves, an elegant serif for the brand voice, and soft daylight product photography with generous space so each formula feels considered rather than crowded.
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- 01
Ingredients first
Every product page leads with key botanicals and what they do, linked to a shared ingredient glossary.
- 02
Routines over products
Products are presented as steps — cleanse, treat, moisturise — so customers can shop a whole routine with confidence.
- 03
Premium, not precious
Refined typography and photography, with plain-language copy and nothing that gets in the way of checkout.
03 / Key e-commerce features
Built for the shopping journey
- 01
Routine builder
Customers choose a morning or evening routine and add every step to the bag in one go, with the option to swap individual products.
- 02
Ingredient storytelling
Key botanicals are highlighted on each product and collected in a glossary that links back to every product containing them.
- 03
Consistent product pages
Texture, size, key ingredients, how to use and where it sits in a routine — always in the same order, so comparison is easy.
- 04
Shop by concern and skin type
Filtering by skin type and concern narrows the range quickly without hiding the full collection.
- 05
Samples at checkout
Customers choose complimentary samples in the bag, a low-pressure way to try something new.
- 06
Replenish reminders
An optional refill schedule on everyday essentials, so favourite products arrive before they run out.
04 / Sample screens
From first look to checkout
Homepage
Brand-led hero, a clear routine entry point and featured products.
Product detail page
Ingredients, size and routine placement presented in a consistent, scannable order.
Routine builder & bag
A complete routine added in one step, with easy swaps and a clear summary before checkout.
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