Suni
As a Brand and Product Designer, my role involved leading a complete visual identity overhaul and redesigning their e-commerce platform from the ground up to align their profound mission with a premium, high-converting digital experience.
Visual identity
Website design
Role
Brand identity and e-commerce redesign
Client
Suni
Date
September 2024
The problem
Suni already had a beautiful core: they knew exactly who they were and the problem they wanted to solve. However, they were struggling to craft a visual identity that truly resonated with their audience. Additionally, the founder was attempting to build the e-commerce site herself without prior UX knowledge. This DIY approach resulted in a digital storefront that lacked intuitive navigation, causing friction in the buying process.
Previously, they looked like this:
The challenge
The visual challenge was delicate: the founder wanted to capture an elevated, fashion-forward, 'chic' vibe inspired by a competitor, but with the non-negotiable condition of never losing Suni’s eco-conscious soul or warm, feminine essence.
The solution
To solve the visual disconnect, I focused on the idea that a strong brand concept doesn't start with design; it starts with purpose. I translated their mission into bold, intentional visuals, bridging the gap to create an identity that feels beautifully modern and chic, yet inherently fresh, feminine, and deeply purposeful.
For the digital platform, I conducted a deep UX analysis of the founder's initial build. I completely overhauled the user journey by implementing proven e-commerce UX patterns.
By combining this elevated brand identity with an optimized, user-friendly e-commerce platform, Suni transformed from an early-stage concept into a sophisticated brand fully equipped to scale and serve its audience.
