Honoring L’Occitane’s Provençal heritage with a refreshed experience.
L’Occitane en Provence is a French luxury retailer founded in 1976 by Olivier Baussan. The brand specializes in personal care products crafted with quality, sustainably sourced ingredients.
The current e-commerce experience detaches from their Provencal roots with generic visuals, hierarchical inconsistencies, and minor usability problems.
- tools
01 strategyloccitane
Reimagining the Provençal legacy as a story to be told.
L’Occitane’s 50 year anniversary was a signal to begin treating their heritage as the foundation, with layers of modern authority.
As the luxury personal care category shifts, consistency must be continuously proven and actively experienced across the entire journey.
02 art directionloccitane
Imagine unwinding on a sun soaked afternoon in Europe.
Visual storytelling thoughtfully connects consumers to the escape they crave, regardless of location. The art direction leans into effortless elegance, a focus on nature, and candid moments of nourishment. These principles also leveraged the communication of the brand’s roots and quality ingredients.
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03 design systemloccitane
Rooted in functional elegance.
Body care is deeply personal, and it deserves to feel that way online. This redesign proposes a cohesive design system and distinct visual storytelling that feels intentional and unmistakably L'Occitane.
Each page upholds the brand’s identity, reflecting motifs of the past and present. The french sensibility, distinct colors, and logo system are all reinforced with modern storytelling without sacrificing charm.
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04 processloccitane
“What if each scroll felt like flipping through a coffee table book in France?”
- 01ResearchPersonal care industry, background, audience, archetype, socials and site audit
- InsightBrand heritage lost after the acquisition, and utilizing personal care trend forecasts.02
- 03Discovery of motifThe metal gouache tube, inspired by the founder’s mother who was a painter.
- DirectionHeritage, made modern and editorial04
- 05TypographyA pairing approach mindful of serif treatment and legibility
05 reflectionloccitane
Treat a refresh as a refinement, not a complete reset
Modernization is accomplished by building on existing stories with restraint over reinvention.
AI reduces friction in the workflow when used with intention for distillation and minor adjustments.
Continued brand research, trend forecasting, and e-commerce expectations reveal where to push next.
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