Amapagee
Amapagee is a luxury sustainable knitwear brand founded in December 2022. The brand creates ethically made, high-quality garments designed to be worn and loved for years, offering an alternative to fast fashion through timeless design and conscious production. The goal of this project was to refresh the website so it better reflected the premium nature of the brand, improved the customer experience, and supported key business goals such as product sales and email sign-ups.
The Challenge
While the existing Shopify website was functional, it wasn't fully communicating the elegance, craftsmanship, and luxury positioning of the brand.
Several areas were holding the website back:
- The visual design no longer reflected the quality of the garments.
- The branding lacked consistency across pages.
- Product information and sizing guidance could be easier to access.
- The website experience didn't fully support the premium feel Amapagee wanted customers to experience.
- Opportunities to encourage email sign-ups and customer engagement were being missed.
The founder wanted a website that felt more aligned with the brand's values while creating a stronger first impression for potential customers.
The Goal
The primary goals for the redesign were to:
- Create a more luxurious and cohesive visual experience.
- Better reflect the quality and craftsmanship of the products.
- Refresh the brand presentation through updated colours and typography.
- Improve navigation and usability across the site.
- Make sizing information easier for customers to access.
- Increase opportunities for product sales and email list growth.
- Ensure the website provided a seamless experience on both desktop and mobile.
The Solution
To bring the website in line with Amapagee's vision, I carried out a comprehensive visual refresh.
Key improvements included:
- Create a more luxurious and cohesive visual experience.
- Updated the website's colour palette andtypography to create a more refined, elegant, and premium feel that betterreflects the quality of the garments.
- Redesigned and refined key pages throughout thesite to create a more cohesive and polished customer journey while ensuringconsistency across the brand.
- Created a custom flyout sizing guide, allowingcustomers to access sizing information without leaving the product page,helping reduce friction during the purchasing process.
- Resolved issues with product swatches to improvefunctionality and create a smoother shopping experience.
- Updated sections of the website copy to bettercommunicate the brand's story, values, and commitment to sustainable fashion.
The Transformation
Before
After
Outcome
The refreshed website now presents Amapagee as the premium knitwear brand it is.
The updated visual identity creates a stronger sense of luxury and professionalism, while the improved customer experience makes it easier for shoppers to browse products, access sizing information, and engage with the brand.
The result is a website that feels more aligned with Amapagee's mission, supports future growth, and provides a stronger foundation for attracting and converting ideal customers.
