eCommerce Shop Refresh
Why We Built It
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The business had an existing site which was super-static and attracted very few visitors
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We wanted to better organise the range of products and make it possible to showcase and promote them
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We wanted to build a community feel to the site and encourage repeat visitors with engaging content
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A brief intro
You may need to turn on the sound to hear about our rebuild of our small business servicing the 'craft hobbiest'. We created a fresh approach wtih an engaging product presentation.
Structural Decison
Designed to feel like stepping into a welcoming local craft shop online - where content leads, personality is visible, and products sit naturally within the experience rather than dominating it.
Larger content-led builds can take different forms - from ecommerce ecosystems like this to service hubs such as Foxhills.
Content-led homepage
The homepage prioritises storytelling, seasonal inspiration and community content before pushing products, setting tone and warmth from the outset.
Shop integrated within narrative flow
Rather than isolating ecommerce in a transactional layout, products are woven into content sections, encouraging discovery rather than hard selling.
Personality at the centre
The owner is the brand, so imagery, tone and messaging were shaped to reflect her voice and presence throughout the site.
Built for return visits
Regular content updates, newsletters and features encourage ongoing engagement, not just one-off purchases.
Scalable ecommerce foundation
Underneath the welcoming front-end sits a robust ecommerce structure capable of supporting stock, categories and growth without overwhelming users.
Branding & Visual Direction
A fresh new look
A complete brand evolution inspired by the client’s love of Art Deco detail and Klimt-style richness, resulting in a distinctive identity built around warmth, craft and character.
New logo creation
We developed a fresh logo that felt handcrafted yet refined, aligning with the creative nature of the business while remaining practical for ecommerce use.
Art Deco-inspired palette
A layered colour scheme influenced by Art Deco structure and Klimt-inspired warmth introduced depth, richness and recognisable character.
The Cloth Teddy icon
A bespoke teddy character was created as a visual anchor for the brand - reinforcing storytelling, memory and emotional connection across the site.
Cohesive brand foundation
Typography, pattern references and accent tones were carefully selected to ensure the new identity felt intentional and consistent across packaging, newsletters and digital touchpoints.
Image & Video Library
A curated visual library designed to build personality, continuity and emotional connection across the entire site.
The Cloth Teddy as story carrier
The bespoke teddy character appears across environments and scenarios, reinforcing brand recognition while creating a sense of familiarity and warmth.
Ted Walks series
Short video clips follow Ted on the owner’s real-life trips abroad, turning personal experiences into shareable brand moments and strengthening the feeling of being part of a creative world.
Narrative through imagery
Each visual was designed to support storytelling rather than simply display products, helping the site feel immersive rather than transactional.
Scalable content asset
The image and video library provides ongoing material for newsletters, seasonal promotions and social channels, ensuring visual consistency beyond the website itself.
The Winning Features
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Content-led commerce - the site feels like a creative world, not just a shop.
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A recognisable brand character - the bespoke Cloth Teddy creates continuity and warmth.
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Community built in - newsletter strategy driving 300% subscriber growth.
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Scalable ecommerce foundation - robust behind the scenes, welcoming at the front.
Designer's Notes
Family Comforts had loyal customers and a strong creative voice, but the online shop didn’t fully reflect the warmth of the brand. By building a content-led ecommerce experience centred around personality and community, we transformed a simple shop into a growing audience hub - increasing subscribers by over 300% and encouraging repeat engagement.
For a different model of structured packaging, see how Mrs Prime organises complex service offers into fixed, add-to-cart products.
Our Customer Feedback...
I needed someone who understood both the craft side and the business side of what I do. Susi got it straight away - built an online shop that works for my customers but also handles the complexity of what I offer. She's brilliant at making the technical stuff simple, and the results speak for themselves.
Sandi
Family Comforts
Explore our Growth Premium service website builds to understand the structured foundation many larger projects grow from.
On this page
The Inbox Whisperer concept → Why this showcase exists
Before you dive in → How to view the demos
Brand and visual style → Palette, imagery, and tone
Three one-page builds → Same content, different approaches
Could this become real? → When a demo grows into something more
Explore what’s possible → Next steps for your own website