The brief
HINU had already built a distinctive world around thoughtful hair care, ritual and natural ingredients. We were tasked with reimagining its website to match -creating a richer, more editorial ecommerce experience that made its growing range of products, tools and rituals easier to discover.
Our approach
Designed from the ground up in Figma, we considered every detail, from colour and typography to imagery and spacing. Editorial layouts gave HINU's photography and journal content room to breathe. Once the system was established, our dev team brought it to life in Shopify.
Impact
The result is a more elevated, cohesive digital expression of HINU, one that feels as considered as the products themselves. The new site gives the brand more room to tell its story, with a clearer path to purchase and a flexible foundation to evolve alongside new products and content.
Homepage / Brand experience: We created a more immersive introduction to HINU, using full-bleed imagery, considered typography and subtle movement to establish the brand world from the first interaction.
Mobile experience: Every layout was carefully considered for mobile, maintaining the same editorial feel while creating a clear, intuitive shopping experience on smaller screens.
Highlights
Product detail pages: We completely rethought the PDP to tell a comprehensive product story while keeping conversion front of mind, with video above the fold, clear subscription radio selections and expandable dropdowns for benefits and key information. As customers move through the page, ingredients, rituals, benefits, imagery and reviews build a richer understanding of the product and how it fits into their routine.
Storytelling & education: Editorial content is woven throughout the shopping journey, giving HINU space to share the people, rituals and thinking behind its products while naturally encouraging discovery.
Journal: We designed the journal as an extension of the brand rather than a traditional blog, with an image-led layout that gives HINU’s educational and editorial content room to breathe.
Collection pages: We created a clear, considered system for presenting HINU’s growing range of haircare, tools and sets — making it easy to browse and compare products while keeping the experience visually cohesive across every collection.
