Asutra, a wellness brand co-owned by Stephanie Morimoto and tennis icon Venus Williams, approached us to redesign their website. They wanted a fresh look that reflected their mission of making wellness accessible and achievable for everyone.
The redesign needed to simplify a robust product catalog and enhance user experience through effective information architecture. Although backed by an elite athlete, Asutra’s target audience isn’t limited to athletes but includes anyone seeking everyday wellness. Our challenge was to communicate Asutra’s philosophy: small, meaningful actions can transform well-being.
Balancing this message while showcasing Venus Williams’ endorsement required a refined, accessible approach to appeal to a wide demographic.
We crafted a serene, inviting design, focusing on clear navigation to make exploring products intuitive and enjoyable. Our messaging emphasized small, science-backed self-care habits that yield big results, creating a welcoming experience for all users. By weaving in Asutra’s values—women-led, cruelty-free, and committed to natural ingredients—we positioned the brand as a movement in well-being. This collaboration reflects our dedication to creating impactful digital spaces that resonate with and inspire users.
About the process
Information Architecture
To enhance the user experience on Asutra’s website, we restructured the information architecture by categorizing content into three distinct sections: , , and . The category features product offerings, similar products, and easy navigation for customers looking to purchase.
In the section, we shared Asutra’s story, values, and blog content, fostering a deeper understanding of the brand’s mission and commitment to wellness. Finally, the category serves as a hub for testimonials, social media engagement, and community support, encouraging customers to share their experiences and build connections.
It’s all about the structure
Typography
Grid System
