Turab
Overview
Turab, an artisan clothing brand with a distinctive desert aesthetic, approached us for a website redesign after being dissatisfied with a previous agency’s work, which failed to reflect the brand’s identity and product craftsmanship.
Type
Website Redesign // E-Commerce & Fashion
Scope
UI design, design system, UX strategy & research, E-commerce & product experience, dev handoff documentation.
Design Approach
The site needed to do what the previous version couldn't: communicate the brand's identity before a visitor ever reaches a product page.
The homepage was designed as an immersive entry point. Large product photography, unhurried pacing, textures and details foregrounded rather than cropped away.
The visual language of the brand (earthy neutrals, raw materials, wide open space) was translated directly into typographic choices, spacing ratios, and image treatment.
Product Listing & Details
Navigation across categories was kept top-level and immediate. Optimized to give each garment room to be seen, with a layout system that adapts cleanly across breakpoints without compressing the imagery.
The product listing and detail pages were structured around the clothing itself. Product imagery is presented at significant scale, with color and size selection kept minimal and out of the way.
The "Special Request" functionality allows customers to make requests and was surfaced early in the PDP rather than buried at checkout, which better reflected relationship-driven nature of the brand.
UX & Flows
The process opened with a structured website audit documenting specific UX and brand failures in the existing site, from hierarchy problems to visual inconsistencies. Stakeholder questions were gathered to understand the client's priorities and what the previous agency had gotten wrong.
The booking/special request flow required its own design attention. Mapping the steps and reducing friction. Responsive design across breakpoints was built into the process from the start.
Components
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