Role

UI/UX Designer (Web)

Tools Used

Figma, Midjourney

Background

solidbench is a handcrafted furniture brand focused on solid wood furniture rooted in Indian woodworking traditions. Their existing website already had strong fundamentals: quality photography, a calm tone, and clear product categorization.

The challenge was not to reinvent the brand, but to refine the landing page experience to feel more premium, intentional, and editorial, without turning it into a SaaS-style or overdesigned interface.

This redesign was created as an exploratory concept to demonstrate how subtle UI and layout decisions can elevate perception while respecting the original brand identity.

The Challenge

• The existing landing page was functional but felt catalog-heavy

• Too many elements competed for attention at the same hierarchy level

• Brand storytelling and craftsmanship were present, but visually understated

• The experience leaned more toward “e-commerce” than “premium furniture brand”

The goal was to reduce noise, improve pacing, and let materials and imagery lead.

Design Goals

• Preserve the brand’s existing voice and copy

• Create a calmer, more premium first impression

• Shift from product listing to a curated editorial flow

• Improve visual hierarchy and whitespace

• Avoid SaaS, startup, or trend-driven UI patterns

• Make craftsmanship and material the hero, not UI elements

Design Approach

1. Hero Section

The hero was redesigned to feel editorial and aspirational, using a strong lifestyle image and restrained copy. Instead of pushing “bestsellers,” the hero focuses on brand ethos and craftsmanship.

Only essential CTAs were retained to avoid decision fatigue.

2. Simplified Navigation & Structure

The page structure was refined to guide users through brand, craft, and products rather than overwhelming them with multiple grids and sections upfront.

Navigation was kept minimal and calm to align with premium furniture browsing behavior.

3. Product Discovery

Product cards were intentionally minimal:

• Image-first presentation

• Product name

• Material or category

• Price (where relevant)

No ratings, badges, or aggressive CTAs were added, keeping the experience closer to a curated showroom than a marketplace.

4. Craft & Materials Storytelling

The materials section was elevated by reducing the number of items shown at once and allowing each wood type to breathe visually. This reinforces solidbench’s craftsmanship and sourcing values without over-explaining.

5. Visual System

The visual language was intentionally restrained:

• Warm off-white backgrounds

• Charcoal and near-black typography

• Subtle wood-toned accents

• Generous spacing and consistent rhythm

Typography was kept clean and timeless to ensure longevity and avoid trend-driven design.

Outcome

The final concept presents solidbench as a quiet, confident, premium furniture brand—one that values material, process, and longevity over aggressive selling.

This redesign demonstrates how thoughtful restraint, hierarchy, and spacing can significantly elevate perception without changing the brand’s core identity or content.

Notes

This project is an exploratory concept created for a potential client.
It was not commissioned or launched, and all branding remains the property of solidbench.