While working at Craate Creative, I built Pruijn’s brand from the ground up, crafting a strong visual identity with rigid rules to keep the brand consistent on all mediums. Additionally, I designed a website that introduced a new way to shop, focusing on bulk discounted bundles rather than individual items. To support their launch, I also created a series of social media posts to help establish their presence and introduce the brand to their audience.
Challenge
The client came to us requesting that we crate a logo and brand guide for a new business casual fashion brand. In addition, they wanted a website with a specific function that allowed the user to buy multiple items in a “wardrobe” at once and check them out as one discounted item.
Results
After a few meetings understanding the clients vision we finalised a primary and secondary logo and began working on a brand guideline document to ensure the branding remains consistent on all channels long after we part ways with the client. I then began work Creating designs for the website, specifically focusing on keeping the photography front and centre and allowing the aforementioned “wardrobe” checkout method.
Website
The Pruijn website was designed around a bundle-first shopping experience rather than traditional single-product flows. Instead of driving users to individual product pages, the site directs them toward curated collections that can be customised to suit their size and style. This approach was intended to encourage larger, more intentional purchases rather than one-off items.
My focus was on designing the collection bento-style layouts and thefull user flow for customising each bundle, making the process feel intuitive and encouraging higher-value purchases.
Website features
Shopify integration supporting a custom bundle-first shopping flow
Wardrobe bundling system allowing users to build and customise full collections
Mobile-first design, informed by data showing ~80% of users browsing on mobile
Clear collection-led navigation prioritising bundles over individual products
Minimal UI and limited selections to reduce decision fatigue
Socials
I created a minimal social content system using re-edited campaign photography, supported by giveaways to drive tagging and reshares. The strategy focused on clean, low-text visuals across Instagram and Pinterest, including curated boards to attract users searching for aesthetic everyday basics.
