When conducting the UX Audit for Innisfree I started exploring their current branding and personality, and down the rabbit hole I went.

I can see what Innisfree is going for. A very Gen-Z vibe. Genderless, bold, dynamic, and very colourful.

Given space, time and scope, their website could really lean on this direction and present users a truly unique web experience. Something that’s memorable amongst the sea of online beauty and skincare retailers.

In these concepts for the homepage, product page and a skincare finder tool, the goal was to push their branding to the max, exploring how far I could take their bold typography and gradients. I explored using organic masks and shapes to offset the structure of their chosen typeface. I brought back into the homepage story of the brand and signature ingredient, Jeju Island Green Tea, unique to Innisfree.

I looked at highlighting the main ingredient and main benefits of each product, giving them prime real estate above the fold, and using the product line colours to help make each product range visually distinct.

Check out the prototyped designs in the Figma link. Trust me, it’s a much better experience.