Theo & Luca is a brother-owned brand specializing in premium reclaimed wood furniture.

I was brought in to design and develop a landing page in Framer that does more than display products, it tells their story, reflects their craftsmanship, and converts visitors into believers.

For me, The biggest challenge was translating hand-made authenticity into a digital form.

Theo & Luca’s products are raw, and textured. We needed to reflect that sensibility online without overwhelming users or diluting their story.

Luckily I'm a Lummi verified experts and I found my way around.

Each section...from their origin story to their best sellers had to feel distinct, yet flow as one cohesive brand experience.

Picture a digital showroom—minimal, elegant, and deeply human. Here's what I did:

Brand Research I explored their origin story, design philosophy, and ideal audience. Primarily eco-conscious homeowners, interior designers, and creative freelancers.

User Journey Mapping I shaped the experience around three emotional touchpoints: their story, their craftsmanship, and the trust they've earned.

Visual Identity I developed a look and feel rooted in earthy tones, reclaimed textures, and strong, grounded imagery, bringing warmth and intentionality to the design.

Component-Based Build in Framer- Built components like:

Performance Optimization I used WebP formats for faster image loading, applied mobile-first breakpoints, and maintained a consistent layout across devices to ensure a smooth and responsive experience.

A curated space, not just a flashy shopfront. One that tells a story just right:

The homepage opens with an emotionally resonant headline.

The story unfolds section by section: from process → products → proof (via testimonials).

Animations are subtle, scroll reveals, hover fades, and adding just enough elegance to elevate without distracting.

It doesn’t just show the product — it feels like the brand, which was the goal.

This wasn’t just about building a website. it was about capturing material honesty in pixels.

With Framer’s flexibility and a strong story-first approach, we built a platform that respects the past, honors the craft, and is ready for growth.

By focusing on clarity, emotional storytelling, and a clean, modular design in Framer. Theo & Luca’s new website now stands ready to highlight their reclaimed wood pieces, foster brand trust through narrative, and scale effortlessly as their collection grows.