About the Brief

Local Oomph is a conceptual e-commerce design project for a homemade beauty brand.

The brief was to create a digital experience that reflected the brand's homemade character and reputation while communicating a sense of innocence, affordability, and trust.

The challenge was to make the brand feel distinctive without losing the warmth and approachability associated with a homemade beauty business.

The Challenge

The project focused on three key goals:

• Create an e-commerce experience for a homemade beauty brand
• Communicate a warm, trustworthy, and affordable personality
• Help the brand stand out while maintaining its approachable character

My Process

01 — Research

I began by studying the brief and researching the skincare and e-commerce space.

I reviewed existing skincare websites to understand how beauty brands communicate:

• Trust
• Product quality
• Affordability
• Brand personality
• Product information
• Purchase decisions

This research helped inform the visual direction and structure of the experience.

02 — Visual Direction

I developed a visual direction based on the personality defined in the brief.

The direction needed to balance two seemingly different qualities:

Homemade and approachable
while still feeling
distinctive and professionally presented.

I selected typography and developed a supporting color palette around the brand's chosen red, using warmer and more natural tones to create a softer visual character.

03 — E-commerce Experience

I designed the website experience around clear product presentation, storytelling, and intuitive navigation.

The design focused on helping visitors understand the brand and its products while creating a simple path toward exploration and purchase.

Design Decisions

Product Presentation & Storytelling

I used product presentation and visual storytelling to communicate the personality behind the brand rather than treating the website as a simple product catalogue.

Warm & Natural Visual Language

I used serif typography, natural textures, and earthy tones to reinforce the homemade character and create a warmer emotional connection with the brand.

Clear Hierarchy & Navigation

I used clear navigation, visual hierarchy, and intentional whitespace to make the experience easier to understand and navigate.

The goal was to create a website that felt trustworthy and approachable while still giving the products enough visual presence to support purchase decisions.

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