Linen Society Brand Identity, Shopify Design & Development by Pattern

THE CONTEXT —

With deep roots going back to 1935, Linen Society has the heritage and dedication to their trade that most brands would dream of. As the business expanded into new markets and grew into national DTC ambitions, Pattern was tapped to modernize the brand through an identity refresh and new Shopify DTC site redesign and build.

AWARDS & RECOGNITION —

WHAT WE DID —

01. Brand Identity Evolution
One of the main goals of the brand identity evolution phase of the project was to re-think what luxury looks like to contemporary, digitally native affluent customers. Our approach was to bridge the gap between past and present by choosing a thoughtful blend of identity design elements that hint at both and carved out a distince and ownable territory for Linen Society. We then played these elements off each other and worked in a distinct and consultative verbal identity to give the brand a modern-luxe feel that's tonally elevated, nods to heritage, and meets modern customers where they're at.

02. Ecommerce Redesign
Linen Society is known for their artisan-crafted, premium product offering and their aim is to help their customers build an ideal lifestyle through their product choices. One of the main challenges we solved during the design process was striking the right balance of luxury and conversion within the UX. That challenge, coupled with complex bundling functionality, meant that extra attention had to be paid to every interaction in order for each step in the customer journey to feel intentional, inspirational and aligned with expectations around high-touch customer service and luxury-priced items.

03. Shopify Plus Build and Implementation
Dynamic bundles are the cornerstone of Linen Society's DTC business. With unique technical requirements and highly specific product data models, we opted to build most of the bundling and upsell functionality natively within Shopify instead of leaning on apps. Key to executing this without the need for 3rd party apps was our technical strategy of pushing Shopify sections to their limit, making extensive use of blocks and meta objects in innovative ways. To keep the site both performant and accessible, we partnered with a 3rd party auditor to ensure both UX and code were ADA compliant to WCAG 2.1 standards.