endless love affair
endless love affair is a premium direct-to-consumer lingerie, nightwear and swimwear brand positioned between the high street and luxury market, offering thoughtfully designed pieces that prioritise quality, comfort and longevity over seasonal trends.
Inspired by vintage design, sustainability and timeless femininity, I developed the brand's visual identity and designed a content-led Shopify e-commerce experience, translating the founders' vision into a cohesive digital brand world across logo design, typography, colour palette, art direction and UX. The result was a visual system that balanced storytelling, product discovery and conversion while providing a foundation for future collections.
Brand Identity
The visual identity was designed to capture the brand's balance of romance, nostalgia and modernity. Inspired by vintage fashion and lingerie labels.
The logo combines elegant typography with a refined, contemporary execution, creating a sense of timeless femininity without feeling overly traditional. The simplicity of the logo allows it to work seamlessly across digital and physical touchpoints, from e-commerce and packaging to social media and marketing materials.
A refined palette of soft neutrals and warm tones was developed to reflect the brand's timeless, feminine aesthetic while providing flexibility across digital and print.
Inspired by vintage fashion editorials, the art direction combined romantic imagery, natural textures and elegant typography to create a cohesive and distinctive brand identity.
Website Design
Designed and built a content-led Shopify e-commerce experience that translated the brand identity into a seamless digital journey. The website balanced editorial storytelling with product discovery, creating a premium shopping experience while supporting conversion and future growth.
Responsibilities
UX/UI Design
Shopify Theme Customisation
Homepage Design
Collection & Product Page Design
Mobile Optimisation
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Role
Lead Brand & Digital Designer
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Disciplines
Brand Identity Design, UX/UI Design, Shopify Website Design, Digital Design System
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Deliverables
Brand Strategy Translation, Logo Design, Visual Identity System, Typography & Colour Palette, Shopify E-commerce Website, UX & Customer Journey Design, Product Page Templates, Brand Guidelines, Launch & Social Assets
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Focus
Brand Positioning, Identity Design, Digital Experience, Customer Journey