Nordic Tones
Project Overview
Willow Grove is a Nordic skincare brand that blends minimalism with naturally derived ingredients. As the brand prepared to launch its newest product line, they realized their current packaging and online store no longer communicated the premium, eco-conscious essence they stood for. The original website lacked clarity and failed to guide users through the story behind each product, while the packaging felt generic and disconnected from their Scandinavian roots.
We were brought in to deliver a visual and digital transformation—one that told their story through elevated design, clear structure, and sensory-rich brand moments. The goal was to bring consistency, warmth, and trust to every user interaction—whether someone was holding a bottle of serum or browsing from a smartphone.
Objective
The primary objective was to reestablish Willow Grove as a premium brand by refining the way it presents itself both physically and digitally. This meant reworking every layer of the experience, from the unboxing moment to the final checkout click. We needed to create packaging that would feel tactile and intentional, conveying the brand’s commitment to sustainability and natural wellness without the use of unnecessary elements. At the same time, the e-commerce website had to become a space where that same story continued—visually quiet but emotionally rich, with intuitive browsing and conversion-focused interactions. Every design decision had to support a stronger perception of trust, calm, and care, while also preparing the brand for international expansion.
Scope of Work
Our collaboration with Willow Grove covered every major touchpoint:
Packaging Redesign
We selected matte recycled paper textures, soft typographic contrasts, and an earthy-toned color system that echoes the ingredients inside each product.E-commerce Overhaul
We rebuilt the site architecture from the ground up with a focus on storytelling and seamless mobile navigation, integrating Shopify CMS for easy product updates.Photography Direction
A custom photoshoot was conducted to ensure lifestyle visuals matched the serene, grounded brand tone.Custom Iconography
We developed a set of minimal line icons to represent ingredients, routines, and skin types across both packaging and the site.Performance Optimization
The site was optimized for fast load times, accessibility, and frictionless checkout.
Outcome
The outcome of the project was a renewed and deeply human brand experience that customers immediately resonated with. The packaging redesign was met with enthusiastic feedback during the pre-launch campaign, with users commenting on the tactile feel, attention to detail, and timelessness of the new look.
The new website followed shortly after, and within the first month, Willow Grove reported a measurable increase in both conversion rates and average order value. Site visitors were spending more time on product pages, reading ingredient stories and using the skin quiz feature we introduced to support guided shopping. More importantly, the brand finally had a digital and physical identity that reflected its founding vision—a quiet luxury grounded in nature, with every interaction crafted to feel effortless and authentic.
