Lululemon

Lululemon's EU site doesn't match what the brand actually charges for its products. The EU site had the right imagery and the right products. What it didn't have was a clear path through them. This re-design worked strictly within Lululemon's existing visual identity, same colours, same typography, same photography. The decisions were structural: one hero, one CTA, a navigation that doesn't compete with the product, and a product page where Add to Bag is the obvious next step. The brand was already premium. The interface just needed to act like it.