Repositioned a junior golf brand into a women's lifestyle label
Brand transformation
Identity deaign
Visual Repositioning
Shopify design and development
UX/UI
Featherie had outgrown its origins. A junior golf brand with real potential, it needed to shed its category and step into something more considered, a women's golf lifestyle label with the aesthetic confidence to sit alongside J.Lindeberg, not beneath it.
We worked across two engagements. First, a full brand repositioning: strategy, identity, and visual system built to signal sophistication, femininity, and staying power. Then a complete Shopify redesign and rebuild to match, every interaction designed to reinforce where the brand now stands.
Full Shopify redesign and rebuild. UX and UI developed in lockstep with the new brand system, cohesive from first impression to checkout.
Designs shown reflect original approved work.
