LJÓMA

The Challenge: Give “quiet skincare” a voice – and make it convert

LJÓMA champions minimal formulas and considered routines. Our task was twofold: define a visual and verbal identity that feels calm rather than clinical, and build an e-commerce flow that preserves that tone from story to checkout.

The Strategy: Structure with softness‍

We treated LJÓMA as an architecture – of letters, space and steps. Identity, copy and UI were designed to guide without noise: fewer choices, clearer language, and an interface that feels slow in spirit but fast in practice.

Key Strategic Decisions

• Visual Language:

A restrained palette of mineral neutrals and soft contrasts lets texture and product finishes lead. Macro details (stone, paper, linen) add structure without clutter. Packaging and UI share the same grid logic, so brand and shop read as one system.

• Typography:

Editorial hierarchy with generous line-height and breathing room. The wordmark was refined for optical balance and diacritics clarity. UI styles scale cleanly across states – from journal intros to micro-labels.

• Tone of Voice:

Voice pillars: composed, elemental, instructive. Benefits are stated as functions, not hype. Headlines do the minimum (“Cleanse. Strengthen. Protect.”); support lines add quiet specificity where it matters.

• Copy and microcopy:

Plain-English ingredient notes tied to purpose; product pages read like short rituals (Use / When / With). CTAs are neutral and human (“Shop now”, “Add to routine”, “Learn more”). Error and empty states stay brief and polite.

• UX and information architecture:

Story → selection → purchase. Component blocks (hero, ingredient callouts, routine steps, reviews, FAQ, journal promo) assemble pages without design drift. Fewer menu items, clearer product groupings, and predictable page patterns reduce friction.

• Commerce and tech:

‍Framer handles speed, motion and narrative; Shopify powers secure checkout and inventory. The hand-off is invisible by design – consistent typography, colour tokens and spacing across both environments.

• Accessibility and performance:

‍Colour-contrast AA+ targets, generous tap-targets, type scales that hold on mobile, reduced motion preferences respected. Media is optimised for quick loads; animations remain subtle.

• Content system:

‍Values, Ingredients and Journal modules build trust at different depths – scanning for the hurried, longer reads for the curious. Reusable “Reserve / Launch” blocks support drops without reinventing layouts.

Test the Approach: Critical Assessment

Design-Led Assessment:

The disciplined grid and tonal palette create visual silence without slipping into sterility. Type choices and spacing keep copy legible and calm; macro textures add tactility where needed.

Market-Led Assessment:

As skincare shifts toward fewer-better routines, LJÓMA’s clarity and ingredient legibility align with audience expectations. The modular system scales to new products and content without eroding the brand’s quiet character.

The Outcome

LJÓMA now has a coherent identity – visual and verbal – and an e-commerce experience that moves at a human pace. Ingredients are legible, routines are simple, and the route to purchase is a single, calm path from story to checkout. The system is built to grow – launches, journals and seasonal edits slot in cleanly while the brand stays unmistakably itself.