Fragrance Brand Experience Redesign

Fragrance Brand Experience Redesign

Fragrance Brand Experience Redesign

VenusAmour is dedicated to creating a refined fragrance haircare experience for Asian women. As the lead designer for this project, I drove the brand positioning optimization, information architecture restructuring, and the creation of a comprehensive visual system. To address the original website's vague brand identity and its lack of user trust, I systematically analyzed the existing pain points to build an e-commerce experience rich in visual semantics.

ROLE

Web Designer

Visual Identity

DELIVERABLES

  • Visual Direction

  • UX flow

  • Responsive Web

  • HTML / CSS

Year

2020.5

PLATFORMS

Adaptive Web Desktop, Mobile

Overview

User Insights

Site Architecture

Final Solution

Introducing

Introducing

Revitalizing Brand Identity

Visual Strategy & Restructuring

VenusAmour is dedicated to creating a fragrant haircare experience for Asian women. However, early in the project, we found a disconnect between the brand positioning and its visual presentation, making it difficult for users to perceive the product's premium quality.

Through in-depth collaboration with the product manager and the brand team, we redefined the needs of the target audience. The design team's core task was to transform the abstract "fragrant atmosphere" into a visual "digital sense of ritual," while ensuring a clear information architecture and conveying the brand’s uniqueness and the product's core value.

VenusAmour is dedicated to creating a fragrant haircare experience for Asian women. However, early in the project, we found a disconnect between the brand positioning and its visual presentation, making it difficult for users to perceive the product's premium quality.

Through in-depth collaboration with the product manager and the brand team, we redefined the needs of the target audience. The design team's core task was to transform the abstract "fragrant atmosphere" into a visual "digital sense of ritual," while ensuring a clear information architecture and conveying the brand’s uniqueness and the product's core value.

1

The brand's visual positioning is off.

The original layout structure was cluttered, and the information hierarchy lacked clear priorities, resulting in a gap between users' first impression and the brand's value.

2

Lacking visual competitiveness

The key visual lacks a unique, memorable element, making it difficult to establish clear brand recognition in the saturated fragrance hair care market.

1

The brand's visual positioning is off.

The original layout structure was cluttered, and the information hierarchy lacked clear priorities, resulting in a gap between users' first impression and the brand's value.

2

Lacking visual competitiveness

The key visual lacks a unique, memorable element, making it difficult to establish clear brand recognition in the saturated fragrance hair care market.

1

The brand's visual positioning is off.

The original layout structure was cluttered, and the information hierarchy lacked clear priorities, resulting in a gap between users' first impression and the brand's value.

2

Lacking visual competitiveness

The key visual lacks a unique, memorable element, making it difficult to establish clear brand recognition in the saturated fragrance hair care market.

Experience Planning

Hierarchies of Experience

Building Trust Through Identity

To address pain points such as unclear brand positioning, disorganized information hierarchy, and users not yet having established genuine trust in the product, we began with three major design directions to create a sense of layered brand fragrance in the digital environment. Starting from visual semantics and social trust, we reworked the interaction between the product and users, ensuring the website's visual presentation clearly conveys the brand's strengths and builds market recognition.

To address pain points such as unclear brand positioning, disorganized information hierarchy, and users not yet having established genuine trust in the product, we began with three major design directions to create a sense of layered brand fragrance in the digital environment. Starting from visual semantics and social trust, we reworked the interaction between the product and users, ensuring the website's visual presentation clearly conveys the brand's strengths and builds market recognition.

Research Before Design Positioning

Research Before Design Positioning

•

Strengthen the brand tone and highlight the fragrance's core proposition

By combining floral imagery with a color system, we made the abstract fragrance feel more tangible; we also designed dark and light themes so the brand can convey the product’s core message in different contexts.

# Visual Semantics

•

Optimize the interactive section and strengthen influencer unboxings and user testimonials

Combine influencer unboxings and user testimonials into interactive modules and give them greater prominence, strengthening brand credibility through real user recommendations.

# Interactive Module

# Conversion Rate Optimization

•

Create a KOL In-Depth Experience Column

Plan a dedicated KOL section that uses real-life usage scenarios and highlights product features to build brand trust.

# Scenario-Based Design

Multi-Version Planning

Multi-Scenario Visuals

Branding Across Light & Dark Modes

Light Version: A Fresh, Elegant Daily Ritual

Use soft pink tones and lily elements to create a light atmosphere. The design focus lies in the organic integration of VIDEO SHOP and the product recommendation module, breaking the existing design framework through an interwoven layout of portraits and cherry blossom elements, allowing a premium skincare feel to seamlessly blend into users' everyday life scenarios.

Light Version: A Fresh, Elegant Daily Ritual

Use soft pink tones and lily elements to create a light atmosphere. The design focus lies in the organic integration of VIDEO SHOP and the product recommendation module, breaking the existing design framework through an interwoven layout of portraits and cherry blossom elements, allowing a premium skincare feel to seamlessly blend into users' everyday life scenarios.

Dark Version: A Luxurious, Mysterious Visual Feast

Using rich red florals and a composed dark background, it creates a romantic yet mysterious sense of premium elegance. This design focuses on the NEW ARRIVAL section, using asymmetrical diagonal cuts and irregular layouts to enhance the depth and tension of the composition, evoking the atmosphere of a luxurious dinner party.

Dark Version: A Luxurious, Mysterious Visual Feast

Using rich red florals and a composed dark background, it creates a romantic yet mysterious sense of premium elegance. This design focuses on the NEW ARRIVAL section, using asymmetrical diagonal cuts and irregular layouts to enhance the depth and tension of the composition, evoking the atmosphere of a luxurious dinner party.

First
Second
Light
Dark

Mobile Menu Design

Mobile Menu Design

•

Multi-dimensional menu categories

We found that when consumers choose hair care products, they often consider “fragrance preference” or “specific hair type” needs. Beyond traditional categories, we separated fragrance and benefit filters, turning navigation from a one-way selection into a semantic view to improve users’ decision-making efficiency.

# Navigation Strategy

# Experience Optimization

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