SOFT ROWS

Soft Rows

Building a strategic DTC experience for a brand putting textured hair front and centre

Soft Rows is reshaping the narrative around textured hair: putting care, performance, and real expertise at the forefront. Backed by the Sephora Accelerate brand incubation program, the brand partnered with us to build a clean, conversion-focused Shopify site that would support their DTC launch and long-term growth.

We brought their vision to life through thoughtful UX, utilising user-generated content, quick-buy functionality, and strategic upsells - giving customers a seamless, engaging path to purchase while being built with community in mind.

SHOPIFY

Communicating the brand’s USPs was key for the brand’s launch. We translated product USPs into clear, scannable icons and using UGC style GIFs to feel tactile and alive.

The product page is clear and organised, with proper hierarchy for the main information: what the product is, what it does and how much it costs. Customer journeys are always considered in case shoppers land here first.

A large part of the brand’s USP is their manifesto, so we made sure the about page showcased this. About pages are integral to indie brand’s success as they build trust.

We added strategies such as upsells in the cart, to increase AOVs