JVN x Pattern

WE LEARNED —

Clean beauty is the most inclusive kind of beauty there is. And inclusivity means redefining the standards that beauty is measured by.

AWARDS & RECOGNITION —

THE ASK —

As big fans of Queer Eye, we're very familiar with Jonathan Van Ness. So when Amyris (parent company of Biossance) approached us to design the brand launch eCommerce experience for JVN Hair, we jumped at the chance to bring our approach and point of view to the table.

WHAT WE DID & HIGHLIGHTS —

After a ramp up phase that included deep dives into the brand identity, positioning and target customer, we identified three main components to drive our design strategy.

The first component was ensuring that the experience was dripping in the energy, personality and aesthetic of Jonathan's vision for JVN Hair. Given that he is personally involved in every aspect of the brand and product development, getting this right early on helped us build rapport and trust with his team.

The second component was designing the entire site mobile-only for all of the core flows and pages, and only after nailing down the mobile experience did we scale it up to tablet and desktop. This approach ensured that we were totally focused on crafting the site in the exact way that 95% of customers (coming mostly from Instagram and TikTok) would experience it and shop from it at launch.

The third main component was weaving in a story that fused the inclusivity, innovation, efficacy and eco-consciousness of the brand together into a multi-part story that reveals hero ingredients like Hemisqualane, real-life product results, and JVN's vision for a norm-busting expressive beauty brand into a scroll-stopping, ultra-shoppable, chic eCommerce destination.

Brand Launch
Mobile-first Design
UX & UI Design for Shopify Plus
Motion Design