SET

SET is a handmade bag brand. We redesigned its online store from scratch and created a complete brand identity, so the website, posters and business cards finally speak with one voice: natural, calm and crafted with care.

Redesign the store’s website and build it, so a visitor understands the brand at once and finds the right bag quickly.

The brand’s products are soft, natural and made by hand. The digital presence had to feel the same way.

• The site was made by the client themselves, so the composition was weak and the functionality inconvenient.
• The home page had a single link to the catalog. A new visitor couldn’t tell where they were or what the brand was about.
• The whole site was built from standard Tilda blocks, which didn’t convey the brand’s aesthetic or positioning.
• In practice, buying a bag meant writing to the founder in direct messages.

• A real home page. The first screen explains the brand right away. Unnecessary pages were removed and the key information moved to the home page.
• Colors from the products. Soft shades taken from the bags themselves convey naturalness and a respect for nature.
• Research-based design. A distinctive, convenient interface built on competitor analysis.
• Every technical page. 404, privacy policy and other service pages were designed too, so nothing breaks the experience.

Alongside the website, we developed the visual identity of SET:

• Brand style. A system of colors, type and graphic elements drawn from the products themselves, so the brand feels natural and consistent at every touchpoint.
• Posters. A series that carries the brand’s soft, natural character beyond the screen.
• Business cards. A compact, tactile piece that continues the same visual language.

The identity and the website share one palette and one logic, so a customer meets the same brand at every step, from a poster to the checkout.

1. Studying the target audience
2. Competitor analysis
3. Functional prototype
4. Searching for references
5. Developing the visual concept
6. Responsive design for tablet and mobile
7. UI kit
8. Website development on Tilda: home page and product page

• Redesigned website: home page, product page and technical pages
• Responsive layouts for desktop, tablet and mobile
• UI kit
• Brand style, posters and business cards

Before the redesign, buying a SET bag meant writing to the founder in direct messages. Now customers can browse the catalog and order on their own, anytime, without a single message.

The website explains the brand from the first screen, the product pages make the choice easy, and the new identity ties the store, posters and business cards into one recognizable brand. The project was warmly received by the design community on Behance.

See the full project on Behance