In 2023, I launched Womenu, an online vintage and secondhand store that channels the minimalist elegance of 90s fashion into a contemporary shopping experience. I oversaw every aspect of the brand’s creation, from identity and art direction to digital design, packaging, and photography, maintaining a focus on clean, understated aesthetics. The website was designed in Figma and built on Shopify to ensure a seamless user experience. The visual identity features a sleek monochromatic palette accented with a pop of blue, highlighting the “W” in the logo, which symbolises Womenu’s authenticity and attention to detail. Typography, using Acumin Pro Condensed for headlines and Regular for body text, establishes a clear, cohesive hierarchy that reinforces simplicity and elegance. Packaging continues the minimalist approach, featuring black-and-white branding that enhances the unboxing experience while remaining sustainable. Photography and art direction are intentionally minimal, focusing on composition, lighting, and the natural character of each vintage garment, creating a visual narrative that feels both timeless and modern.