Everyone describes you the same way
Sales, marketing and the website use one vocabulary for the offer, so a buyer hears the same thing in a deck and on a page.
Carry the retail brand consistently into product browsing and purchase.
We develop messaging and visual rules for the way a commerce business presents its range online. The identity is tested on product imagery, collection layouts and purchase information so the storefront remains recognisable during routine merchandising changes.
A few clients we’ve worked with
What we do
Branding for ecommerce businesses: brand and range language, visual direction, store applications.
What branding needs to account for.
Product photography and campaign artwork need compatible rules.
A promotion should remain recognisable as part of the store.
Brand language cannot substitute for accurate product facts.
What a shared direction is worth.
Without one agreed direction, every page, deck and ad re-litigates how the company describes itself. That argument is expensive, and it shows on the website.
Design stops being a matter of taste
An agreed identity gives every later design decision a reference to be measured against instead of a round of opinions.
New material is faster to make
Defined assets and applications mean the next landing page, pitch deck or campaign starts from something rather than from scratch.
Branding scope.
Plan brand and range language, visual direction and store applications as connected parts of the engagement.
Brand and range language
Define audience, product positioning and supported claims. Establish a consistent way to explain collections and product differences.
Visual direction
Develop typography, colour and photography guidance using actual product examples. Keep the product legible rather than letting decoration obscure it.
Store applications
Document rules for product cards, promotions and customer communications. Clarify how temporary campaigns relate to the ongoing identity.
Selected website projects across our wider practice
All case studies
“What I appreciate most is that the team always communicates openly and stays honest throughout.”
“They delivered what they said they would, on time.”
“They met all our expectations by providing great strategies based on our needs.”
Branding deliverables.
The agreed branding scope is documented in the following work products.
- 01
Positioning and messaging brief
- 02
Visual identity files and representative applications
- 03
Brand-use guide with asset ownership notes
Our process
How we approach branding.
Define range positioning
Review the actual products, intended shoppers and claims the brand can support.
[ 01 ]
Test storefront applications
Apply identity directions to product cards, collection imagery and purchase information.
[ 02 ]
Document merchandising rules
Specify how routine product updates and temporary promotions use the selected identity.
[ 03 ]The people who do this work.
No account layer between you and them. These are the Norml specialists this work runs through.
Zhenia Mohyla
Co-founder · Design & Strategy
Ira Kandaurova
UI/UX Designer
Ostap Hural
UI/UX Designer
Viktoria Volynets
Junior Designer
Let's chat
“I've spent 10 years working across development and marketing. I started as a developer, but design, SEO and advertising were already part of the job. That taught me to treat a website as one system: the business, the content, the design and the code have to work together. At Norml, I lead the architecture behind our work and stay involved wherever strategy, design, development and search meet.”
Max TymoshynFounder & Architect
Get startedBranding for ecommerce businesses: questions.
Will the branding include packaging?
Only if that is included in the agreed application scope. Website identity work can provide shared rules for a packaging team.
Can we retain an existing logo?
Yes. The engagement can extend a usable identity with the typography, imagery and storefront rules it lacks.