Suni
As Brand and Product Designer, I led a full redesign of their visual identity and e-commerce platform from the ground up. The goal was to express the brand's purpose through a premium digital experience built to convert.
Visual identity
Website design
Role
Brand identity and e-commerce redesign
Client
Suni
Date
September 2024
The problem
Suni already had a clear sense of itself: they knew exactly who they were and the problem they wanted to solve. What they struggled with was building a visual identity that actually connected with their audience. On top of that, the founder was building the e-commerce site herself, with no prior UX background. That self-taught approach left them with a store that lacked intuitive navigation and created friction at every step of the purchase.
Here's how they looked before:
The challenge
The conceptual challenge was a subtle one. The founder wanted an identity that felt sophisticated and current with high-fashion trends, using an industry competitor as a reference point, while keeping Suni's eco-conscious core and its warm, feminine tone non-negotiable.
The solution
To close the visual gap, I started from the premise that a strong brand doesn't begin with aesthetics — it begins with why it exists. I translated Suni's mission into deliberate, strategic visual choices, arriving at a modern identity that sits comfortably alongside its fresh, feminine, eco-conscious core.
On the digital side, I ran a full UX audit of the original store and rebuilt the navigation flow around e-commerce patterns designed for conversion.
By pairing the new visual identity with a user-centered e-commerce platform, Suni went from an emerging concept to a brand with the foundation to scale and reach its audience.
