From email orders to a global digital boutique

The existing site was informational only. Every order arrived by email or phone, which added friction exactly where a luxury purchase should feel effortless, and quietly cost sales.

The brand also had an education problem. Caviar intimidates newcomers, and a £375 tin demands confidence. The store had to teach taste, texture and provenance without lecturing, and feel as exclusive to a connoisseur as to someone buying their first gift.

We led the brand overhaul for the digital era — a refined identity, restrained typography and an editorial art direction — and designed the storefront so the house's history, sourcing and serving rituals carry the persuasion.

We redesigned the experience end to end, UX through UI, and built the interactive layer: a guided Taste Picker that matches buyers to the right caviar by flavour profile, intensity and texture, turning an intimidating decision into a confident one.

Around that experience, the wider programme took the house from enquiry forms to concierge-grade commerce: considered pacing rather than urgency tactics, multi-currency payment, and delivery that gets a perishable luxury product anywhere in the world.