WET Ethical Select Shop
Role
Web Designer
Team
1 Director, 1 Designer, 1 Developer
Client
WET Ethical Select Shop
We redesigned the official website to address the gap between the outdated site structure and the brand’s premium positioning. While maintaining global brand identity, we deeply integrated local user habits in Taiwan to reorganize fragmented information. This was not just a visual refresh, but a transformation from a basic site into a professional platform that conveys the brand's warmth and values.
Responsibilities
Information Architecture
UI/UX
RWD
Shopify Configuration
Inconsistent Visual Identity
The original site lacked a systematic design, resulting in a disconnected and basic look. This made it difficult to project a professional image or build immediate trust with new customers.
Fragmented Content & Hierarchy
The navigation and content were simply stacked together without a clear hierarchy. This information overload made it hard for users to find key products, leading to a disjointed browsing experience.
Outdated Experience & Poor SEO
Crucial information was often embedded in images, making it invisible to search engines (SEO) and causing poor responsiveness on mobile. This "static" approach failed to showcase the brand's true warmth and professionalism.
Design Solutions
Building a Unified Design System
Established a consistent color and typography framework based on core brand guidelines. This system resolved the previous fragmented look, creating a professional and trustworthy "digital storefront."
Fonts
Colors
Visual Subtraction for Premium Quality
Redefined layout spacing and white space to eliminate clutter. By enlarging product imagery and simplifying background elements, we shifted the focus back to the products, achieving a clean, high-end international brand feel.
Restructuring Information Architecture
Reorganized the site’s hierarchy by logically categorizing fragmented pages. The new layered navigation ensures users can quickly find key content and switch between product categories effortlessly.
Standardized Product Tagging System
Implemented an intuitive sidebar filter by creating a detailed tagging system (by category, brand, and series). This structured approach allows users to easily navigate a vast inventory and find exactly what they need.
From Static Images to Live Text
Replaced text-heavy images with live code. This transition enables search engines to crawl keywords for better SEO, while ensuring text remains readable and perfectly scaled across all screen sizes (RWD).
Strengthening Brand & Member Engagement
Expanded the site’s content depth beyond just a shop. By integrating multi-dimensional brand stories and information, we strengthened the emotional connection between the brand and its members.
Membership System
Clear tiers and rewards to build long-term loyalty.
Craftsmanship & Quality
Highlighting fabric details to build professional trust.
Shared Values
Moving from a product catalog to brand storytelling.
Beyond a Redesign: A Brand Rebirth
The core value of this project was transforming a simple shop into the "soul" of the brand. We solved visual and technical issues while evolving the site from a transactional tool into a platform for brand belief and long-term customer relationships.