Beaverbrooks wanted to explore a new concept positioned alongside its existing offering. The challenge wasn’t simply to create another eCommerce experience, but to establish a distinct digital identity that felt premium, contemporary and worthy of sitting alongside an established heritage brand.

Working with TAG Studio, I helped explore how brand identity, storytelling and digital experience could work together to communicate quality long before a customer viewed a product in detail.

Luxury brands communicate differently.

Rather than relying on feature-heavy interfaces, the focus shifted towards typography, whitespace, photography and composition to create a sense of confidence and sophistication.

Every visual decision contributed to the overall perception of the brand, helping establish a clear identity that felt both modern and timeless.

The experience needed to encourage exploration, allowing customers to immerse themselves in collections while ensuring navigation remained effortless and unobtrusive.

Rather than competing with the products, the interface was designed to quietly support them.

One of the most rewarding aspects of the project was finding the balance between strong creative direction and practical usability.

From editorial layouts through to product listings, every component was considered as part of a wider visual system, ensuring consistency while allowing the craftsmanship of the products to remain the focal point.

The final concepts combined visual identity, digital design and storytelling into a cohesive luxury experience.

Rather than relying on decorative elements, the experience focused on restraint, allowing photography, typography and carefully considered layouts to communicate quality and craftsmanship throughout the journey.

This project fundamentally changed how I think about visual design.

Luxury isn’t created by adding more—it emerges through consistency, restraint and meticulous attention to detail. That lesson has stayed with me throughout my product career, influencing how I think about hierarchy, whitespace and visual confidence, even when designing complex digital products.

Agency: TAG Studio, Director: Thomas Marrows, Product and Creative design: Jenna Patrick