A brutal e-commerce experience

What we did
  • Art Direction
  • UI Design
  • UX Design
  • Website Development

MORF is a jewellery brand that carries a powerful story inspired by the brutalist surrounding its founders have emerged from. Their story was translated into their signature minimalist aesthetics with a subtle touch of brutalism. 

We were tasked with creating an online store that immediately projects the narrative of their brand, while being optimised for conversions. We paid a great deal to the fine balance between maintaining the brutalist-inspired theme and not overpowering the products themselves to create a seamless user journey.

We toned the website elements down to give space for the elaborate imagery allowing it to carry the visuals, creating almost an art gallery-like experience for the users. Their brand story is applied throughout the website, while also making sure the user experience is built to increase conversions.