Online shop & identity / Online shop
Elgin & Moss
An Edinburgh skincare shop built around ingredients, routine, restraint and repeat purchase.
2026
The situation
The brand needed to feel desirable without relying on inflated promises or leaving customers to decode a wall of active ingredients.
Products are grouped by routine and need, with calm comparisons, transparent guidance and subscription choices introduced only when useful.
What we delivered
- Brand world
- Online shop design
- Routine builder
- Product education
- Subscriptions
- Lifecycle email plan
The result
A confident online shop that makes products easier to understand, choose and return to.
Beyond launch
The website is the start, not the handover.
Beyond launch, the shop can grow through new product education, routine content, seasonal campaigns, lifecycle email, subscription refinement and merchandising based on what customers actually browse, buy and return for.
Manage the websiteImprove the customer journeySupport marketing and visibilityKeep building around growthNext case study
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