When analysing the Delicate Weaves website, a manufacturer of premium handcrafted rattan products, I identified a significant gap between product quality and its online presentation.
My task was to create a design that would emphasise the brand's premium status and establish an emotional connection with the audience. I developed a concept based on:
The initial review of the original Delicate Weaves website revealed several crucial challenges. The light background and scattered colour accents created an impression of a standard online shop, failing to reflect the true value of handcrafted pieces. While charming, the decorative elephant illustration diverted attention from the actual products.
In my redesign approach, I decided to completely rethink the brand's presentation. Deep green became the foundation of the new visual language – creating an immersive natural aesthetic whilst emphasising the collection's premium quality. I introduced golden accents as a reference to the warmth and richness of rattan textures.
I paid particular attention to the compositional solution. Instead of the original website's static structure, I created an asymmetrical grid with photographs of actual products.
Each image in a white frame works as a window into the world of refined interiors, showcasing the products in their natural environment.
In my redesign, I transformed the standard three-column layout into a more dynamic composition. I retained the three key benefits – versatility, sustainability, and durability – but presented them in an artful, asymmetric arrangement. The integration of a high-quality product photograph adds tangible value to the textual content.
Instead of a conventional product grid, I created a guided category system that helps clients make informed decisions about their planters. Each category features an elegant combination of visual content and benefit description.
The division into "with plastic insert" and "without" makes the choice intuitive, whilst lifestyle photography helps buyers envision the pieces in their own space.
Instead of a basic delivery information section, I created a visually engaging element featuring a linear-style map of Russia. The transition from a flat green image to an elegant outline solution adds premium feel and contemporary touch. Accent words highlighted in gold and set in Miama Nueva font create a harmonious balance with the overall website aesthetics.
In the redesign, I transformed the reviews section from a simple mobile display into a more expressive typographic composition. Reviews became a central narrative element, with each testimonial highlighted through elegant typography and golden accents.
The contact section received a new structure with a clear division into two parts: contact information and feedback form. The addition of business hours, physical address and social media links makes brand interaction more accessible, whilst the minimalist feedback form design simplifies the communication process.
After developing the overall website structure, I focused on the key element of any e-commerce project — the product card. This component requires special attention as it's where users make their purchasing decisions.
In redesigning the product card, I implemented several significant improvements to create a more intuitive and informative interface:
After completing the initial redesign, I created a second iteration to further refine the visual approach and explore alternative design solutions for the Delicate Weaves brand experience.
Ready to explore the live website? Discover how the redesigned Delicate Weaves experience brings handcrafted rattan products to life through thoughtful design.
Thank you for this journey!